Perma.cc appears to be targeted at links in published journals:
After the paper has been submitted to a journal, the journal staff checks that the provided Perma.cc link actually represents the cited material. If it does, the staff “vests” the link and it is forever preserved. Links that are not “vested” will be preserved for two years, at which point the author will have the option to renew the link for another two years.
I'm sure they'll be willing to work with other publishers as well. From talking to the project manager, they don't seem to have any goal of restricting this to academic publications.
After the paper has been submitted to a journal, the journal staff checks that the provided Perma.cc link actually represents the cited material. If it does, the staff “vests” the link and it is forever preserved. Links that are not “vested” will be preserved for two years, at which point the author will have the option to renew the link for another two years.