The bad news is know in the coal industry. However, BTU is likely to drop below $10, assuming the market gets a 25% sell off, which I consider more likely than not. When things hit the fan, almost all stocks will go down.
Also, the industry has to wash out a lot of capacity. Until then pricing will be terrible. Emerging markets are going to continue to rely on coal, because they need cheap dependably source hydrocarbons, and coal is the cheapest hands down.
So wait, buy under $10, then hold for the long term, and hope the world still exists then.