Elizabeth Green (pictured), CEO of Brief Media—a leading publisher in the veterinary medicine field—once delivered a dynamic keynote at BIMS titled Disrupting Goliath: Tales of a Small Cap Media Innovator. "I've spent my entire tenure as a publisher watching Goliath," she said. What she learned helped her to build one of the top brands in the field.

Take pride in your pricing, one price almost never fits all so give options, and survey.

Last year the Atlanta Falcons started a move called Fan-First Pricing in their brand new Mercedes Benz Stadium, significantly lowering concession prices at their games. These included $2 for a Coca-Cola in a refillable cup; $2 for a hot dog, pretzel or popcorn; $3 for waffle fries, a pizza slice or nachos with cheese; and $5 for a Bud Light or a cheeseburger.

"We also had a big argument about the price point: Some people in the business thought it should be 50p to get a big sale," said Matt Kelly, editor of the print paper The New European, in an interview this week on the FIPP site.

I was fortunate to have a two-night stay in Rome last month. On my first full day, I had tickets for the Vatican Museums in the afternoon but no morning plans. So I decided to take the subway to the Colosseum stop and see what that scenario looked like.

Many SIPA members have used free trials. The biggest positive is obvious—getting someone to sample the good work you do. But the negatives can easily outweigh that. People don’t value “free” enough. Plus “…we found that so many people were signing up for a trial to get access to just a few things,” Brittany Carter, director of sales & marketing for Columbia Books & Information Services, wrote me yesterday.