May 24, 2008 Announcement: Daily paper price increases 50%...new price is $.75 and the Sunday edition increases to $2.00 A proposed future DMN headline: PRICE HIKE = ACCELERATED DECLINES IN READERSHIP What could the executives at DMN be thinking? Are they out-of-touch? IF we could be a part of the DMN suits' thinking, myth exploration, and extinction avoidance action planning for one day...would we hear: 1. DMN does not need retail sales and cash, we're fine. 2. Consumers with reduced disposable income is a myth. 3. We're the only paper here, people have to buy it. 4. The Conservatives have stopped buying it already so we won't lose them. 5. Election year circulation 'bubble' will save the paper from itself. 6. The city library has to buy it. 7. Circulation dropoff will attract more advertising revenue. 8. Our customer loyalty ultimately will prevail over the isolated cheapskates that object to price gouging. 9. Who's decision was it to raise the prices? 10. How do we explain our now desperate decision to restore the 'old' prices, and attempt to recapture public support? Farewell to an old friend...