Low cost, fun reading

Many readers said they are happy to pay for Web novels. The price is low and they believe the writers deserve the money.

Sun Xuebin, a 26-year-old computer engineer who works in Beijing, has been reading novels online since 2003. One of his favorites is The New Song Dynasty, a popular historical fantasy published on Hjsm.tom.com. He paid 50 yuan for more than 200 chapters.

"It's not a big deal," he said. "The cost is reasonable and the author is serious about his story. He writes precisely and provides the readers with rich information. It helps to enlarge my knowledge of history. I think a potential writer like him should be encouraged to produce better works."

Ma Li, who works for a daily newspaper in Fujian province, has been reading Web novels on her computer and mobile phone for more than 10 years. She likes romance novels and alternative history fantasies, for they are so casual in style that she feels no pressure at all while reading.

She started paying for Web literature in September when a friend recommended a popular novel. After finishing the free chapters, she decided to pay to read rather than wait a couple of days for a pirate printed version.

"I love following a serialized novel and reading the updates every day. It's more fun and pleasant than reading a piece of work that's already finished."

Ringing the till

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User payment isn't the only way Web literature sites profit. Advertising and copyright sales play bigger roles. Shanda Literature has many novels, such as Summer's Desire, My Belle Boss and Legend of Immortal, that were successfully adapted to TV series and online games.

"We have made huge progress in transforming Web novels into books, games and TV series," said Lin Hua, Shanda's vice-director general. "Good Web novels can fill the lack of original screen stories. As many producers and investors are interested in cooperating with literature websites, more games and TV scripts will be released this year."

Other Web literature companies are also exploring the possibility of turning their popular works into animations and videos. Zongheng.com has been making animation based on Tales of Tarsylia, a well-received fantasy comic strip, since it formed a visual team in April 2010.