In Domino’s case, what do you think might have happened if Conde Nast said to it’s readers, “We want to keep Domino alive but we need your help.” They acted unilaterally, as most publishers do, because they don’t actually know that their salvation lies with their audiences, not their advertisers, so they never even thought to ask them. Would they have voluntarily paid more for their subscriptions? For each issue on newsstands? Did they even consider sharing the challenge with their other stakeholders, the readers and the advertisers, in the pages of their magazine and online? They could throw up a donation site with each month’s advertising shortfall, and ask readers to donate to meet the difference. The online assistance of 850,000 readers can add up. They could create a marketing partnership with all those blogs out there and some of the larger advertisers that did stick with Domino to add value to all ends of the process.