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Keep the existing format but also create a fork on the site for people willing to pay (a monthly fee) for complete books without ads, etc.

Basically he has the infrastructure already in place, he could ask writers if they are willing to participate. He might need some extra hands.

You/We could also start a "new" site. But that would involve a lot of "extra" work. Which ofcourse cost money/time. And inventing the wheel an xxxth time might not be the way to go.

Ah well, just my 2 cents.