I thinK I have by accident stumbled across an pretty current topic for my TOC Frankfurt talk in October.
There are a few publishers who get this and do, in fact, have the people and systems to have a decent chance of pulling it off. Most that I can think of, Harlequin excepted, have their roots in the magazine business where these skills are like mother’s milk. Amazon certainly understands it as well.
While you’re busy building your community, don”t forget the object of the exercise is to make money from its members. Otherwise, you’re in Dragon Country.