I've banged on for ages in this blog that I think the Scottish Daily Record could steal back its crown as Scotland's Champion by going free.
I believe what it would lose in revenue it would more than make up for in advertising.
My old boss Piers Morgan says he would go a stage further and make The Mirror a freebie to stop it dying off too.
He, like me, believes whoever does it first can go from strength to strength.
As he told Press Gazette
: "I think within 10 years every Fleet Street paper will be free."
"The quality is improving week in, week out, and when they get as good as the paid-fors, it's the end of paid-for newspapers."
Will it happen? I'm sure someone will take the plunge sooner, rather than later.
Categories: Media philosophy & trends