Example for anime would be something like give away the anime and sell the merchandising (toys, t-shirts etc).
(Back in my investment banking days, I worked on a thought piece with all the various business models for open source; if I recall correctly, I think I managed to find six distinct revenue models. Sadly, I don't have the presentation nor can I remember the other four off the top of my head.)
From the article: "This approach can be mimicked by anything that is made of bits not atoms. It can be applied to writing. It can be applied to music. It can be applied to film. It can be applied to photography, anime, cartoons, etc, etc."
The author is talking about the general business model where the thing made of bits is given away (e.g. the anime made from the bits) and the stuff that costs money to create (e.g. the merchandising made from the atoms) is charged for. Obviously, there is no notion of support for anime, music etc that the author mentions.