The reading rate in Colombia is 2.2 books per person per year and those two books are usually classics or best sellers. The window of opportunity for young unknown writers is non-existent: getting their work published is mission impossible.Ecopetrol and Penguin Random House wanted to show their commitment to the new wave of Colombian writers. Their objective was clear: to substantially increase readership of new authors without incurring high promotion costs. To do so they introduced a sample of the new writer’s novel to get readers on the hook and inspire them to take a chance on a new Colombian author. If the Rolling Stones can lend their stage and their crowd to an unknown band, why can’t a Nobel prize-winning author do the same for an unknown writer? A collection of best-sellers by Nobel Prize winners Mario Vargas Llosa, Gabriel García Márquez and Colombian chart-topping author, Hector Abad, was introduced at the 2017 Bogota Book Fair. Each classic novel contained a piece of free extra content: the first chapter of a story by a new, unknown Colombian author. A simple idea that allowed a new wave of writers to piggyback on the organic sales of established authors. This is how Colombian unknowns were able to share the stage with literary legends.