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You know us, we're straightforward and tell it as it is, even if it hurts us. So I'm sending along some correspondence I just sent to Herb Greenberg with the idea that, although what I'm saying is unpalatable, we have a precedent with some of the correspondence recently sent out by a prominent brokerage firm.

Dear Herb,

Everyone greatly appreciates your willingness to take on the tough issues at TheStreet.com. In fact, it is often referenced by our readers as a strong point for us. But you know, Herb, times have gotten tough in the industry, and we have to adjust and I am reaching out to you to adjust with us.

Beginning next week, I would like you to send me all of your articles before they appear so that I can be sure we are not knocking one of our advertisers. As you know, it's difficult enough to get advertisers in this tough environment; you make it doubly difficult when you trash so many of them. If we are currently running an advertisement from a company you are critical of, I will simply kill the piece or edit the article to put the company in a more favorable light. If we are soliciting the company's business, I will simply change the copy to reflect a more positive tone.

I would also prefer, if you have anything positive to say, that you say it. That way we can all work together as a team to bring in more advertisers.

If you think this is wrong, let me just say that if it is good enough for a brokerage house, which is advising people about how to invest, it should be sure as heck good enough for us, and we don't even charge commissions. I think they have established a standard that we will have to live up to, if we are to stay in the game.

Thanks for your understanding, Herb. I'm sure you can see why this makes sense. We are all in this one together.

Best

Jim Cramer
Adviser to the CEO