Truro Cathedral has decided to appoint a chief executive. Whoever is appointed will command a salary of £35,000, and be responsible for devising and developing a comprehensive "heritage brand" for the cathedral.

It is believed to be the first among the 43 English cathedrals to do so. If successful the move will take the cathedral into a new age and place it firmly at the top of the list of attractions. But any suggestion of introducing a charge to the cathedral, already visited by thousands of people each year, is not being considered for the time being.

The move comes at a time when the Church of England has made it clear that churches are strapped for cash and many worshippers are expected to be critical of the move by the cathedral.

But the Dean of Truro, the Very Rev Michael Moxon, told the Packet that the Chapter had given long and careful consideration to ways in which all of the cathedral's operations could be more effectively managed. "We live in changing times." he said. "All cathedrals need to look at their long-term financial security. Only last week it was reported that York Minster, one of the most visited of the great cathedrals, is proposing to introduce charges, because of the rising costs of maintaining these great places of worship, and the relatively small amount received in voluntary donations."

The Dean emphasised that there was no intention to introduce charging in Truro, but added: "We do of course need to review all our operations to try to increase profitability in our business ventures, at the same time as extending our work and mission within the wider community of the city and the county."

The new post, which is being nationally advertised, is likely to attract considerable interest. The church is looking for "an exceptional individual who can deliver change, growth and operational excellence in a sensitive, challenging and unique environment".

"Truro Cathedral is well established in the heart of Cornwall as a centre of heritage, worship and fine music. There are almost limitless opportunities for an imaginative chief executive to facilitate development of all aspects of its life," said the Dean.

There is an urgent need to carry out a fundamental review of all the cathedral's current operations. There are plans in the longer term for a major heritage development initiative, to maximise the potential of the cathedral and enhance its current visitor facilities.

"The person appointed will need to be able to motivate both a small committed staff team, and a diverse team of about 300 volunteers, and will clearly need to be sympathetic to the developing role of a cathedral church in the 21st century," said a cathedral spokesman.

The Dean has been much encouraged by the support which the Chapter has received from Cornwall county council, via Cornwall Enterprise. "We have been working for some months with a strategic group headed by Rita Hampton of Cornwall Enterprise and including members of Chapter, the chairman of the Cathedral Council, Guy Dodd, and Peter Jennings, chief executive of Wheal Martin," he said. "and we see the continued involvement of Cornwall Enterprise as being vital to the long-term success of the next stage of the cathedral's development."

l Initial interviews will be held at the end of May, and final interviews will be conducted in Truro in mid-June.