With plans to self-publish, the team had to set up the systems to sell "Doom" as it neared completion. Jay Wilbur, who had been hired as CEO and sole member of the business team, planned the marketing and distribution of "Doom". He believed that the mainstream press was uninterested in the game, and as id would make the most money off of copies they sold directly to customers—up to 85 percent of the planned price—he decided to leverage the shareware market as much as possible, buying only a single ad in any gaming magazine. Instead, he reached out directly to software retailers, offering them copies of the first "Doom" episode for free, allowing them to charge any price for it, in order to spur customer interest in buying the full game directly from id.