Free!

Behavioral economist Dan Ariely writes about the almost irresistable seductiveness of the word "free" in his book, "Predictably Irrational." So, naturally, I was pleased to see a new book publisher giving away books.

It's Concord Free Press, based in the town of the same name, and it's actually publishing and giving away books, on condition that those who ask for a book make a contribution to charity. The nonprofit house, founded and apparently also funded (at least in part) by Russell Banks, Stephen McCauley, Gregory Maguire, and others, offers its first title, Stona Fitch's novel, "Give and Take," and is currently giving away 1,500 copies online, and through bookstores.

How can they give away books? By not making any money for anybody, except the charities. The plan is to publish two books per year.