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John Dies at the End (2012)
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iirc he might have put it out on cracked.com before he dropped it into a book, but that was before I had gotten into it.
It was published several times before he got his job at cracked.com. First it was a collection of stories he wrote for Halloween over several years on his blog pointlesswasteoftime.com, then he self-published, then it was published by Permuted Press (a small horror publisher), and finally Thomas Dunne.
That explains the episodic nature of it, thanks for that!!