Complex’s approach shatters the wall between advertising and editorial: Editors are paid a percentage of the company’s revenue. Their salaries also take into account their sections’ pageviews and social media action, according to Sternberg.
“You want editors understanding the business side and their pains, and vice versa,” Complex CEO Rich Antoniello told Sternberg. “We try to have everyone, not only aware, but have skin in as many games as absolutely possible. When people know the totality of the business and run in the same direction, it makes it more effective.”