The Financial Times has commissioned South African company Idea Bounty to help it source new revenue-making ideas. The creative mind with the best idea will win US $5,000.

As the tech site MemeBurn reported, the newspaper, which operates a tiered paid content/registration system, is searching for ideas for “how to increase the number of new subscriptions to its website FT.com.”

Idea Bounty, a project that connects clients with creatives, has launched this project on its site, ‘We Live in Digital Times’:

We are looking for digital marketing ideas which will increase the number of new subscriptions to the Financial Times online offering FT.com

The overall winner will win the cash bounty, but cleverly enough, ten runner-up prizes “will take the form of a full annual subscription to the Financial Times”.

The FT confirmed its partnership with Idea Bounty, but did not wish to comment further, when approached by Journalism.co.uk.