4. Get a “real focus group”: If you want to find out what your readers want, don’t hire a focus group. Just go out and talk to your community and ask them what they’re looking for.

5. Marry user-gen and professional: The twain can meet; encourage user-gen content and then put a professionally edited sheen over it.

6. Find a better reason for multimedia: Just because anyone can use a video camera, doesn’t mean you should run clips for the hell of it. Find a good reason to use video or audio—and if you don’t have one, don’t use it.

7. Mixed revenues: There’s no either or when it comes to subscription paywalls or ad support. Find a way to bring as many revenue streams into the mix, including seeking donations and selling directory listings.

8. Readers like database projects: It’s all about getting local; readers want anything that focuses on their particular world. Mapping and database initiatives are pretty novel ways of attracting readers.

9. You’re in the directory business: Newspapers missed out early on by not broadening their advertiser mix to include plumbers and pizza places. Online directories snapped up those dollars when the space was still growing substantially. Still, better late than ever, a number of newspapers have been turning to local businesses they previously ignored. And given newspapers’ continued brand advantage, they can set up their own local directories and beat the interlopers at their own game.

10. Get everyone’s ideas: If war is too important to leave to generals, saving the newspaper business is too important to be left to the publishing side. Encourage every part of the business to figure out their own top 10 suggestions to save the paper and reward the good ones.