End of Year Riffs This is the last Riffs column of 2003. See you on January 3.

Earlier this week, when McDonald’s reported its first ever quarterly loss, I suggested they lose Ronald McDonald. I then received a few passionate responses from readers pleading for his corporate life, or agreeing on his termination.

Rising Up: Why would a magazine or newspaper push up rate bases and newsstand prices in this economy? Because they can. The New York Times and Detroit news have led the way with newsstand prices.

Whole Lotta Shakin’: I believe media planners can learn a few things from Trent Lott. In fact, file the Trent Lott experience under “don’t let this happen to you."

Must-See TV Guide: If I’m J. Scott Crystal, new publisher of TV Guide, I would focus first on making this product more readable online and offline to my audience.

One More Reason To Worry About Next Week’s Holiday Party: A press conference scheduled for Tuesday will announce a report that says teens see more ads about alcohol than jeans or gum.

Turning The Page: There’s a story in Newsday today that says newspaper executives are crediting Internet operations with softening the blow from the ad downturn. That, to me, is a very significant statement.

Go, Mel: CBS chief Mel Karmazin told the Credit Suisse First Boston conference yesterday that he would make CBS a pay channel if TiVo got so popular that too many consumers were zapping commercials. I know that because I listened to it on the website.

Trouble In Paradise: Like everyone else, I am thrilled that the esteemed soothsayers, Mssrs. Coen and Perriss have taken a look at advertising future and they like what they see.

If I Ran MSNBC: The Iraq countdown is over. Deadline past.