The third financial quarter just closed and soon enough numbers will be tallied in Accounting offices everywhere, leading to the re-emergence of the budget ax. When that happens, don’t panic and cut another section of the newspaper.

There is a better way. Mail sections that are waning in popularity only to readers who still want them. Yes, I’m suggesting using bulk mail via the U.S. Postal Service.

My “Zoning by Interest” series is designed to teach newspapers how to transition to personalization and away from a one-size-fits-all approach to their readers. But editors often tell me it’s unreasonable to expect the Circulation department will be able to reliably deliver so many different versions of the newspaper to so many people. Even though I disagree (as does the evidence), let’s assume for a moment this limitation is real.

Mailing those sections that are optional ensures the right people get them while keeping down the number of editions carriers must deliver.

Sadly, newspapers cut the entire TV listings section or the entire stock listings section. After identifying subscribers who want to retain the old section, my contention is the savings from reduced printing costs will more than cover the costs of direct mail.

Plus, creating sections with smaller circulation sizes presents an opportunity to sell to small advertisers who have been driven out of the evermore-expensive newspaper column inch. In other words, not only will this move cut expenses, it also creates an opportunity for new revenue.

Honestly, what are you waiting for? There is no down side. Go save some jobs.