"The way we raise the money at The Guardian is different than any place I’ve ever been. This is truly a jointly owned responsibility among the business side and editorial."

Every non-profit newsroom needs to move their center of gravity from large contributions to smaller, distributed support from its reader base. The Guardian is doing it incredibly well, and there's a lot to learn from how it's going about things.

I'm not sure about the idea of tracking revenue per article, but the idea of making the whole newsroom involved in its continued existence doesn't seem bad to me (even if it goes against accepted orthodoxy). The trick is not taking it too far, and being open to secondary or tertiary effects. There are some stories that are vitally important even if they aren't obvious moneymakers, and newsrooms must retain a strong argument for running them.

The Guardian's "epic" at the bottom of every article drives a ton of revenue for them, and I'd love to learn more about how they optimize it in practice.

Finally, this seems right to me, and something for all news (for-profit and non-profit alike) to emulate:

"Nine or 10 years ago, we did a lot of work to decide whether we should have a paywall or not. And we decided that we would both fulfill our mission better, but we would also generate more revenue, if there were no paywall. Now it’s part of our DNA and we talk about it every day." #Media

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