Charging for access to digital content has sparked one of the biggest debates within the newspaper industry. The idea seems to gain momentum whenever another news organization announces it is taking steps to move from free to paid content online.

Newspaper executives are eager to know what their peers in other organizations are doing. What are the current practices in generating revenue from digital content? What are the various pay models? Are they successful? What approaches are news organizations taking to issues like site registration, electronic editions and tracking original content across the Web?

American Press Institute, working in partnership with ITZBelden, set out to answer these questions. Initial results of an ongoing online survey show that industry executives are exploring multiple options for increasing revenue in the short term. You may download a free copy of the Online Revenue Initiatives 2009 report by clicking the link.

This article is second in a series of paid online content profiles. Each case will be posted on this site as well as included in a list of Paid Content Profiles that you can download by clicking the link

MARY PESKIN | When newspaper publishers look around for a pay model for premium online content, Packer Insider is often at the top of the list. Since 2001, The Milwaukee Journal Sentinel in Milwaukee, Wis., has offered extended Green Bay Packers content to "Insiders" who currently pay subscription fees for specialized content they can't find elsewhere. For $6.95 a month or $44.95 a year, avid fans can access commentary and analysis from regular columnists, including Bob McGinn, who has covered the Packers since the early 1980s, and twice-weekly live chats with Journal beat writers.

Josh Cohen is responsible for global product strategy, marketing and publisher outreach as senior business product manager for Google News , a computer-generated news site that aggregates headlines from news sources worldwide. He has a background as vice president of business development for Reuters Media and as director of business development for SmartMoney.com, a joint venture between Dow Jones and Hearst. As a facilitator at API's Newsmedia Economic Action Plan Conference in September, Josh was asked about Google's relationship with newspapers and online business strategy. Here's what he said.

1. Is Google a friend, enemy or "frenemy" of news organizations?
Google is a friend of news organizations. We see our relationship as symbiotic: News publishers create great content, and we help people find and read it. We also help publishers make money through advertising tools.

API announces new officers and directors

Thomas A. Silvestri was elected chairman of the American Press Institute at the organization's board of directors meeting, held here Nov. 9-10. The gavel was passed to Silvestri from outgoing Chairman Mark Contreras, senior vice president/newspapers for The E.W. Scripps Co., who was honored with the API Lifetime Service Award.

Silvestri is publisher of the Richmond Times-Dispatch. He has also served as president of Media General Inc.'s community newspaper division, Media General director of news synergy, deputy managing editor and senior editor for business news of the Times-Dispatch, and as a reporter and editor for Gannett Westchester (N.Y.) Newspapers.

Donna Barrett, Peter Horvitz and Steven Swartz also cited for contributions

The American Press Institute has awarded its Lifetime Service Award to Mark Contreras, senior vice president/newspapers for The E.W. Scripps Co. The award, presented at the API board of directors meeting Nov. 9, is given to those who have made life-long contributions to the newspaper industry and recognizes individuals who have significantly supported and promoted the professional advancement and leadership training of newspaper executives. Contreras becomes only the 15th recipient of this award during API's 60-year history.

As vice president and director of strategic planning for the Associated Press, Jim Kennedy leads strategic planning across all divisions of the world's largest news organization, including services for print, broadcast and new media. His expertise includes the changes at AP to get the news to the next generation of news consumers and the AP's policy on fair use of content that originates in newspapers. As a facilitator at API's Newsmedia Economic Action Plan Conference in September, Jim was asked about the AP's plans for a sustainable online business strategy. Here's what he said.