RI's importance has increased with the launch of the new beta, which results in low LFs on new routes. This is a bigger problem when dealing with "long and thin" routes, such as a 7000nm flight with 300 pax demand on an aircraft with 250-350 seats. Large airlines can take losses while RI is built up, but small airlines could lose millions in fuel on long routes in a Modern Times scenario.
Airlines announce and advertise new routes months in advance in real life. TK announced IST-IAH a few weeks ago and the flight is already loaded into their system (April 2013 launch date). UA announced DEN-NRT with the 787 and loaded it into the system with a similar launch date. These airlines (and others) are already selling tickets and pax will certainly know about the route long before the first flight is flown.
AWS doesn't have a system to build RI before a route is launched and this would be impossible at the very beginning of a scenario when the airline is formed on Day 1 and flights begin immediately.
I propose an option to purchase RI for a specific route when the first flight is scheduled. The fee would be equivalent to a route specific marketing campaign for 6-12 months. The fee structure and RI boost could work like this:
+10 RI: Weekly internet campaign fee x 26
+20 RI: Weekly newspaper campaign fee x 26
+30 RI: Weekly billboard campaign fee x 26
+40 RI: Weekly radio campaign fee x 26
+50 RI: Weekly television campaign fee x 26
Of course the exact numbers could be modified as necessary. Limits could also be in place on the max number of boosts purchased in a specific period of time.