Dead trees fall, but . . .

The trend line is persistent: Newspaper subscriptions continue their downward plunge.

For the six months ending in September, circulation nationally fell another 2.8%. Exceptions appear, but the overall is clear enough, and of a piece with the trend line in the last decade and more.

In Seattle, that has meant more circulation losses at the two dailies, albeit at slower paces – they’re sinking a little more slowly. The Seattle Times weekday circulation now stands at 212,691 (down, over six months, by 1.3%), the Post-Intelligencer at 126,225 (down 4.9%). For a close-in metro area of three million and more, that’s shockingly low. The third-largest paper in the state, the Tacoma News Tribune, dropped 5.7% (now 116,150).

In 2000, the Times stood at 225,687, the P-I at 75,794.

And probably no one expects a reversal in the next six-month report.

This kind of trend line can’t go on forever.

The sort-of bright spot for newspapers in this is that traffic on their web sites (from which they earn relatively little) is continuing a steady growth.

Question: When does the tail start wagging the dog? It’s beginning to look as if you can pinpoint the date on the right kind of spreadsheet . . .

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