Guardian moves ahead with plans for readers' club

The company is recruiting a general manager for the 'Guardian club', which it describes as "a new initiative within GNM which aims to move us decisively away from the traditional rather distant relationship that newspaper companies have had with their readers".

The Guardian club is aimed at raising revenues from the newspaper's keenest readers, reportedly by offering benefits such as exclusive online content and live events, and other incentives that readers have been asked to vote upon.

The general manager is expected to have familiarity with membership schemes and with direct marketing techniques across digital and traditional media. The role will have responsibility for the club's profit and loss, driving revenue growth and developing the membership.

The scheme comes as other news organisations have said they are preparing to charge for more online content. However, the Guardian has said it is not interested in a paywall scheme.

The Guardian runs a popular dating service, Guardian Soulmates, as well as other reader services such as Guardian Holidays and a Guardian Book Club.