Guardian News and Media is looking into the creation of paid-for membership schemes focusing around "live experiences" with the appointment of David Magliano to the new role of managing director of membership strategies.
Magliano is currently brand director of the Co-operative Group and will join GNM early next year.
GNM said in a statement: "David will be responsible for formulating and launching new membership strategies which will look to bring the Guardian’s groundbreaking open journalism to life for readers through digital and live experiences.
"Building on its digital success, GNM is now exploring new revenue streams, focused on membership and live experiences, which will allow readers to engage more closely with Guardian and Observer journalism and the Guardian brand."
Guardian chief commercial officer David Pemsel said: "David is an extremely exciting hire, and we can’t wait to have him on board. He brings vast knowledge and expertise in defining and delivering strategies that engage consumers more closely in brands and content, and his commercial leadership will be invaluable as we look to launch new revenue streams that widen and deepen our relationship with our audiences.”
The Guardian has the second most popular newspaper website in the UK, with 83m global 'unique browsers' in September. The website is free, but The Guardian already charges for its iPhone and iPad apps.
A spokeswoman for the paper decline to comment further on what its membership strategies would involve, beyond confirming that there would be a paid-for aspect.
Magliano said: "I'm thrilled to be joining the most exciting and innovative brand in media. The Guardian's ground breaking open approach offers tremendous opportunities to bring its audiences ever closer to its award-winning journalism and content. I can't wait to get started."