There's an Argentinian journalist/writer, Hernan Casciari, who became popular after he won the Deutsche Welle Best Blog in 2005 [1]. It was a fictional blog about a 'fat woman' he was impersonting. The idea of the blog, was also sold to make theatre and a TV series. Casciari success was in part thanks to the Internet, and he always had this clear. The day a publisher came to his door inclusive. He came to an agreement with a spanish publisher [2] that allows him to publish the books for free in his blog the same day it's available in the store shelfs. For instance, recently he made available his last book [3].
I don't actually know if he's using CC or other special license for his work, but if the author has the will to share his work freely and make a business out of it, it's possible.
[1][en] http://www.dw-world.de/dw/article/0,2144,1783798,00.html [2][es] http://randomhousemondadori.es/ [3][es] http://orsai.es/2009/09/el_pibe_que_arruinaba_las_fotos_1.ph...