Loyal fans of the lowly Portland Trailblazers are being given the option to cancel their season ticket contracts in favor of a year-by-year program in a move to hold on to a fan base that continues to dwindle.

Attendance is dwindling and the Blazers are trying to appease fans while they build up a new team.

If the Blazers want to rebuild their popularity, it makes sense to start with those who have been loyal through the toughest times, said Paul Swangard of the University of Oregon's Warsaw Sports Marketing Center.

"This is a great step for them to move in that direction," Swangard said. "It's always more cost-effective to hold on to the customer you have than to go out and acquire new customers."