I'm a big fan of CC licensing, depending on what you want to achieve. If you're a control junkie or expect to make money out of it, it's not for you.
You can bestow various levels of rights on the reader - for instance, the Poet Rebecca del Rio has an e-book of her poetry on her site for free download under CC licence. In her case the licence permits you to download it, copy it, reproduce it, put it on your own site, hand copies ourt in the street if you feel so inclined, but only if it remains in it's original layout and is attributed to her, and only if it's not for profit.
There are various levels of rights you can bestow, details on the CC website.
Rebecca del Rio's e-book:
http://www.rebeccadelrio.net/html/po...a_del_rio.html