@Stephen the second question is for the marketers among you to answer. As to the first question (advice to journalists), the ex-journalist needs to be comfortable making the shift.
A good example of a journalist who has made the move here in the UK is Clare Francis, ex-Sunday Times, who runs MoneySupermarket.com team. It's a comparison site and she provides news and information around personal finance (that 'News you can use'). She is satisfied that although she works for a commercial organisation, the content is not influenced by the commercial relationship.
I think lots of other ex-journalists will be looking for similar assurances.