Rate Card Woes.

David Honig, WebProNews contributor, made one the best statements I have read in a long time.

Referring to the big decline in newsprint advertising, he says; "Do not weep for the rate card, for it has enjoyed a long and prosperous life, arbitrarily plundering from advertisers without providing any meaningful value."

I have been saying this for years and it is now becoming painful to everyone including the big boys.

"The Tribune Company, owner of the Los Angeles Times and Chicago Tribune, posted a 5% drop in advertising revenue in their first quarter of 2007. Gannet Company Inc., owner of USA Today, and the New York Times Company both posted a 3% drop in national advertising revenue. This is all according to the most recent quarterly reports filed with the SEC."

Long live the ink and pulp.