Mapping and analysing the network of sites and blogs in the online literature field unveils the existence of two strategies of web visibility: a majority of writers use the web as a mere marketing tool for self-promotion, while others use it as a networking resource and as a venue to experiment new forms of creative writing. The later constitute a dense network of interconnected writers seeking to move the boundaries of literature. They invent alternative models for digital journals and publishing ventures, which constructs visibility and a market to digital productions. Our research shows how a creative sector is reconfigured through digital technologies and how this forces the value chain of the book industry to transform its model. Also, as we reconstruct the trajectories of writing, the technical and social cost of this digital work and struggle for visibility are made visible.