Written on pink paper, the ad sits next to large white placards where the day's articles are written in pen and hung on a wall outside the municipal theater.

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That's the cost of a two-inch display ad in a paper with 40, 000 subscribers.

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So for them to say that 300 units are available as if this is private market and you could just put an ad in the paper and say that these units are ready, is a - is being dishonest to be quite frank with you.

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The first thing he did was try to put an ad in his local paper.

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It's the distiller's first change in 40 years of running staid black-and-white ads in the U.S. One ad in tall, slender type on deliberately weathered paper declares the Old No. 7 brand to be the same since the Sixties -- the 1860s.

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Could Miller possibly have meant that the paper is already making more money, in the form of subscription sales and higher ad rates, than it lost from all those ad impressions?

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"I've been part of the process of sitting down with a clean sheet of paper and conceptualizing a new TV show, building out the extensions and Web versions and then selling ad buys around it, " he says.

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Ad revenue is down, media margins are shrinking and Knight-Ridder 's fall has many saying paper is dead.

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