Among publishers looking for the right consumer revenue recipe, access to editorial staffers is becoming a common ingredient. For ad-supported publishers, the line between the advertiser and the editorial staff is supposed to be clear. But as publishers explore consumer revenue, many are bringing reader and writer together.

“It’s important for the editorial side to collaborate,” said Christina Shih, chief operations officer of the News Revenue Hub, an initiative that helps publishers set up reader-revenue programs. “Member benefits should be designed to retain your members, not attract new ones. Benefits that connect your members with your core product, your editorial content, deepen the relationship you have with them and will increase their propensity to give again.” (Digiday)