In what's essentially an admission that his bosses -- and, frankly, newspaper bosses everywhere -- don't have much of an idea about how to staunch the bleeding in the newspaper industry, San Jose Mercury News columnist Mike Cassidy has turned to the people.

In a column on Friday, Cassidy in turns took the time to point out that newspapers' problem isn't a lack of interest in the news; it's that people (readers and advertisers alike) are turning to Web content instead of print. He also pointed out the value of a bona-fide newspaper:

You say you get your local news from morning radio? Chances are you're getting a big helping of what first appeared in the Mercury News. You say you can always read about San Jose city government, Santa Clara County crime and Silicon Valley business on the Web? Next time, take a look at where that story on the Web originated. Chances are it came from the Mercury News.

You say you pick up what you need to know on blogs? Blogs are great. But did you ever wonder where the kernel for your favorite blogger's rant or rave came from? Chances are it was reported, checked, double-checked and written by a newspaper reporter.

We've seen peans to newspapers before, but Cassidy took it a step further: Noting the collective brainpower of Silicon Valley, he turned to the people for solutions, asking, "What is it that draws you subscribers to the Mercury News every day? What would get you non-subscribers to join those who do subscribe? What would you pay for on the Web? Are there benefits print subscribers should receive that Web users don't? What are the potential new business models?"

This is where people turn when media professionals and pundits fail to come up with a sustainable business model in the face of catastrophe. At the very least, it was a nice, impassioned plea. And who knows -- a reader out there might be on to something and just waiting to share the idea.