Allies of former President Donald Trump are trying to rip up the traditional book publishing paradigm in politics by setting up a publishing house of their own. And they have the ex-president helping them do it.

Trump announced last week that he was publishing a coffee table book of photographs from his time in the White House — just ahead of the holiday gift rush — with Winning Team Publishing. The outfit is a new imprint with a decidedly MAGA flavor, run by former Trump campaign aide Sergio Gor and Trump’s son, Donald Trump Jr.

The book, titled “Our Journey Together,” was marketed at $74.99, or $229.99 for a signed copy. But despite the high price tag, Gor said they already have exceeded sales of 70,000 copies in the first week of the preorder.

With allies setting up their own publishing house, the president could potentially circumvent those hurdles. It allows Trump confidants to run everything from publishing to marketing in house, while keeping data on purchases. But it also has left the impression in the industry that the former president has given up on trying to score a deal with one of the “Big Five” houses.