Paid content is once again being debated with many publishers looking at “micropayments”—charging fees for specific content. But online-media veteran Cynthia Typaldos is skeptical.

“Any system that incurs mental transaction costs for consumers will fail, whether it’s single-point micropayments or subscription firewalls,” says Typaldos, founder-CEO of California-based startup, an online service launching this spring that lets a user voluntarily contribute money to Web sites based in proportion to how much that user visits those sites.

Typaldos, a serial entrepreneur who founded RealCommunities (acquired by Mongoose Technology) and is co-founder of GolfWeb (acquired by CBS Sportsline), thinks Kachingle is a better way for publishers suffering from declining revenue and falling circulation.

Any publisher (or blogger) can join Kachingle for free. Publishers embed a Kachingle “medallion,” which is a widget, on their Web sites. Users pay $5 a month for a Kachingle account. When users find medallions on sites they like, they click the medallion once; at the end of the month, each user’s $5 fee is distributed proportionally across those sites based on daily usage. Kachingle will initially take a 20 percent transaction fee.

Asked how the service differs from charitable contributions, Typaldos says: “It’s not fundraising in the sense that it’s raising money to do good. We’re not trying to cure cancer, we’re saying, ‘Here’s information about cancer that I value and want to give money so that the [Web] site is there for the next person.’”

The key to Kachingle is the social element, letting people display their Kachingle contributions on their Facebook page, for example, as a way to communicate what they value. “Kachingle is designed to be fun for Kachinglers and monetarily rewarding for publishers,” Typaldos says.

Hundreds of content providers are expected to be part of Kachingle’s launch.