Looks like someone else over at brasstacksdesign.com has a set of “new rules” for journalism. My rules are much broader lessons to live by. Brasstacks offers what feel more like steps. And Step. No. 6 is “drop the price.”

Most papers offer deep discounts anyway, so this may not be as drastic as it seems. And a lower cover price could reduce churn and the costs associated with it. Sure, we'll take a hit on circulation revenue, but the real money to be lost is in advertising. We must resist pressure to drop ad rates as penetration declines. On the other hand, advertisers will pay even higher rates as long as they get results, but first we gotta deliver the eyeballs.

If you've been reading this blog, you know I couldn't agree more.