The latest Audit Bureau of Circulation figures are in for the six months ending in March.

They show the Seattle Times‘ circulation continuing a steady decline, to 237,000 daily and 300,000 on Sunday. That’s 6.6 percent lower than one year ago.

What’s more, each figure includes about 30,000 paid subscribers to the Times‘ print-replica .pdf edition (the only paid online product the Times offers so far).

So the daily print Times is now beneath 206,000 buyers. That’s just a few thousand more than it had in 2009, when it added the P-I‘s former subscribers. (Back in 2000, the Times and P-I had a combined circulation of 400,000.)

Elsewhere in the report, the NY Times now has more paid online readers than print readers.

Today’s lesson in why traditional websites can’t support professional local news begins at a blog called Seattle Media Maven.

It’s run as a moonlighting project by Maureen Jeude, who’s got a day job in the Seattle Times’ “strategic marketing research” department. While the blog is her own endeavor, Jeude often uses it to tout the Times and its online ventures.

Thusly, Jeude ran a piece last month plugging the Times‘ website as one of the top local media sites in the nation. She posts stats and a graph showing the site garnering about 1 million page views per day (twice that of the local runner-up, KING5.com), and 1 million unique visitors per month.

This means each Times online reader reads an average of just one article a day.

Further, if each of the 240,000 Times print buyers (not counting “pass along” readership) read only the average four stories on each edition’s front page, that alone would essentially match the Times’ online readership.

And that online readership is the 16th biggest of any U.S. newspaper.

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Elsewhere in medialand, three research studies in the past year (by A.C. Nielsen, the FCC, and Pew Research) each purport that news sites comprise only a small percentage of total Web traffic, and that local news sites comprise only a small percentage of that.

One industry analyst, Tom Grubisich, says the studies fatally discount the role of links and summaries of news sites’ stories on other sites such as Facebook.

Another analyst, Joshua Benton, insists that news sites’ readerships make up in community influence what they lack in sheer numbers.

• The local progressive organizing group Fuse Washington has put up The Slanted Times,  a spot-on jibe at our local really-conservative-but-pretending-to-be-centrist monopoly daily. Why bother? Because, as the anonymous authors put it…

The Seattle Times editorial board advocates for the rich and powerful in Washington state every day. They have used their editorial page to attack any proposal that would lay a finger on the 1% or their expansive stock portfolios. At the same time, they do their best to ensure kids, seniors, and low-income families absorb billions in budget cuts year after year.

• Meanwhile, Hugo Kugiya at Crosscut explores territories we’ve traipsed through lately—the steady decline of SeattlePI.com, in terms of staffing and quantity of compelling content. A newsroom that needs to get bigger is instead getting smaller. And the site’s whole premise of “anything for page views” is dumb and unproductive. It needs new blood at the top, to reorganize it into a full service local news source—or as close to one as chintzy web advertisers will support. In the long term, it needs to become a strong enough “brand” that it could eventually command a subscription price, at least in web-app and tablet form. In the short term, that will require investing in the site’s content beyond what web ads, alone and in their current form, can pay for. If Hearst won’t do it, they should turn the brand over to local operators who will.
• Seattle Central Community College administrators tried to craft new campus-use policies, specifically to ban Occupy Seattle from coming back. The college brass tried to rush the new rules through while the college was on spring break, and fewer students (and pro-Occupy faculty) would be around to speak out. That tactic has failed. A full schedule of hearings will be held.
• It turns out the right-wing sleaze machine does have one use for African American voters—as a tactical “wedge” in anti-gay-marriage campaigns.
• Libertarian Wet Dreams Dept.: BitTorrent search site The Pirate Bay says it’s looking into ways to operate outside the reach of the copyright police, even by running server computers inside unpiloted drone airplanes. All this impractical tech, just so doodz can keep downloading free video games and porn?

p-i carriers, 1942; mohai/seattlehistory.org

Three years ago Saturday, the print Seattle Post-Intelligencer published its last issue.

There’s still a P-I sized hole in the regional info-scape.

SeattlePI.com doesn’t even partly fill it.

What’s worse, that site is shrinking when it should be growing.

From 20 journalists and “producers” at its launch as a stand-alone operation, it’s now down to 12.

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The way I figure it, a local mainstream news operation here would need about 40 editorial full-timers to come close to comprehensively covering the community and to producing a thorough, compelling daily product:

• 12 general news reporters;
• 2 opinion columnists/guest-column editors;
• 4 business reporters;
• 7 arts and entertainment reporters;
• 7 sports reporters;
• 3 photographers;
• 4 shift editors (“producers” in web-speak); and
• 1 editor in chief (“executive producer”).

This also happens to be close to the reporting staff numbers of today’s Tacoma News Tribune.

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I can say it would be nice to have a bigger, fuller PI.com site.

But can I reasonably ask Hearst New Media to front that kind of money, considering the site’s probably not profitable at its current budget (and considering the money Hearst’s probably losing at its still-extant newspaper and magazine properties)?

I believe I can.

Even though I believe web ads will never come close to supporting a local site of the size I’m talking about (or, really, much professional journalism period).

That’s because online content won’t always be tied to the ugly, inefficient, insufficient genre known as the commercial website.

I’m talking about tablet apps, Kindle/Nook editions, HTML 5-based web apps.

Products that bring back the concept of the “newspaper” as a whole unified thing, not just individual text and directory pages.

Products whose ad space can be sold on the basis of their entire readership, not just individual page views.

Products that could even command a subscription price.

A renewed P-I would be the perfect vehicle to test and refine this concept.

And Seattle is the perfect place to do it.

And if Hearst doesn’t want to, let’s get together some of our own town’s best n’ brightest to do it instead.

Let’s make a news org that wouldn’t just be a “corrective” to the Seattle Times‘ square suburban worldview, but would present a fully expressed alternative worldview.

A site that lives and breathes Seattle.

That tells the city’s stories to itself.

That shows how this could be done in other towns and cities.

crosscut.com

• Ex Seattle First Brother Bob Royer looks back at one of the city’s first prominent newspaperwomen. Fun fact: In the late 1930s, the Seattle Times had six people working in the “society” section; an expense more than made up by the amount of “women’s” oriented advertising in the section. Speaking of which….
• The P-I globe will remain standing, somewhere. That’s nice. But it’s not just the globe that I’d wanted preserved. Speaking of which….
• Newspapers are losing $7 in print ad revenue for every $1 they gain in online ad revenue. This is from a Pew Research study. The study’s authors claim papers “need to prioritize digital ad revenues” in order to survive. But what if that’s still not nearly enough? The study cites a “success story” of a small paper (20,000 print circ.) that’s now making $670,000 a year online, compared to $8 million from print ads. That doesn’t look like a bright future to me.
• The new Miss Seattle used to be a Miss Phoenix. Last December she Tweeted® how she “Ugh can’t stand cold rainy Seattle and the annoying people.” She has since apologized.
• Could liquor privatization in Wash. state really get derailed by a court challenge on techinical issues in the original initiative?
• Repercussions continue from Friday night’s Republican coup in the state Senate. The all-cuts budget they rushed through, with the help of three turncoat conserva-Dems but with no public hearings, turns out to hurt K-12 education and devastate services for the neediest.
• Also, the GOP’s parliamentary trickery doomed about 20 non-budget bills from the state House, which died because the Senate didn’t take action on them by midnight Friday.
• Meanwhile, the national Republicans, becoming shriller and stupider every week, have firmly (and probably fatally) tied their fate to the aging, non-college-educated, white male demographic. And they’re “appealing” to this last remaining constituency by treating them like idiots.
• Oh, and the even more batshit-n’-bigoted than ever Limbaugh? He’s lost a third of his ratings in the last few years. (However, some of that loss can be attributed to more accurate means of measuring radio listenership.) But in any event, the right wing “outrage machine,” which includes Limbaugh and his many imitators, may have finally become too petty and brutal for its own good.
• Besides, there’s a problem with trying to bring sexuality and women’s lives back to what they were in the 1950s. It wasn’t working then either. As local author Stephanie Coontz points out, “Teenage childbearing peaked in the fabulous family-oriented 1950s.”
• The GOP-controlled U.S. House is pushing through a bill that would crack down on protests anywhere a federal official might be present. At least, that’s what a worst-case interpretation of its “imprecise language” might infer.
• We know the 9/11 bombers came from Saudi Arabia. But did the Saudi regime itself collude in the attack? Two former U.S. Senators say maybe.
• A megarich hedge fund manager write lucidly about the failures of capitalism in regard to preserving a sustainable society.
• What if crossword puzzle editors wrote poetry?
• Finally, here is a handy pie chart of “excuses conservatives make when facts prove them wrong“:

Ex P-I sportswriters Art Thiel and Steve Rudman started SportsPress Northwest a little over a year ago. It boasted a professional, fully staffed sports reporting team.

Since then, the realities of ad-dependent content sites have dug in.

From an initial slate of nine writers, the site now lists only Thiel, Rudman, and local sports historian Dave Eskenazi.

Game summaries are taken from KING-TV, in a reciprocal linking arrangement.

It’s not Thiel and Rudman’s fault; SportsPress’s content was top-quality from the start.

It’s the web-content business model (not so much “broken” as never properly “built” in the first place).

There’s more turnover at SeattlePI.com. The site’s “executive producer” Michelle Nicolosi is leaving to start her own outfit, an e-book publishing imprint called Working Press.

Nicolosi had been one of only 16 names left (out of an initial 20, plus interns) on PI.com’s content staff list; and one of those, cartoonist David Horsey, has already decamped for the LA Times. Another mainstay, ace reporter Chris Grygiel, split for the Associated Press last autumn.

Website-metrics ranking company Teqpad estimated last May that PI.com was earning about $1,000 a day from online ads. If that’s true (and it could be an undercount), it would be, at most, a quarter of what the site probably needs to support its content and sales staffs.

This means online ads, by themselves, still can’t support any but the very biggest and very smallest original-content sites.

The search for a business model for 21st-century journalism continues. None of the big media conglomerates has figured it out yet (except for business-info brands like the Wall St. Journal).

Nicolosi believes one solution could be for journalistic entities to publish short, one-shot e-books, based around single specific topics.

But that’s not the same as paying for an ongoing staff keeping tabs on the big and little parts of a community’s life and times. So the search continues.

I’m actually working on my own proposed solution.

But more about that later.

Local news items, and my one-take comments on them, should return in greater quantity starting Wednesday. Meanwhile, some more stuff from here and from the larger online world:

• Eric Scigliano says Seattle can’t inspire a comedy like Portlandia or the old Almost Live! because we’re no longer lovable “underdogs.” I say bah. If that were the case, there would be no great comics from New York. (Of course, a lot of New York comedy is about individual lovable underdogs trying to survive life in New York.)
• David Goldstein gently chides SeattlePI.com’s most famous remaining employee, political commentator Joel Connelly, for suggesting that (1) Seattle liberals should be more kind and appreciative toward moderate Republicans, and that (2) moderate Republicans still exist.
• Here’s one person who defends Village Voice Media’s sex-ad site who doesn’t work for Village Voice Media. She’s Jill Brenneman, a self described sex-workers’ advocate.
• A blogger about “natural health and freedom” sees ordinary folks becoming more violent in ways that remind him of corporate/governmental/military brutality. He calls it “trickle down tyranny.”
• A writer of space-opera novels pens a “private letter from genre to literature,” in which he says highbrow-lit fans should learn to appreciate the world of the bestsellers.
• Glenn Greenwald believes that despite his racist legacy, Ron Paul still offers up some ideas progressives should listen to. As for me, a white supremacist who wants to legalize pot is still a white supremacist.
• Mental Floss offers a list of nostalgic sounds of yesteryear—the sounds of rotary phones, manual typewriters, and TV channel selectors.

I hereby promise to post more of these in the near future.

• Update: Looks like B&O Espresso will stay open, perhaps through the bulk of next year.
• The City Council’s trying, again, to ban plastic grocery bags. I say it’s none too soon, particularly for those awkward, flimsy Safeway bags that routinely break or spill their contents. It’s impossible to take them home on a bus and expect to get home with all one’s purchases intact.
• SeattlePI.com’s most famous employee, political cartoonist David Horsey, is going to work for the LA Times. He’ll draw and write commentaries about the 2012 election cycle. PI.com will most likely still get to run Horsey’s work on its site. Since the demise of the print Post-Intelligencer, Horsey has seldom addressed local issues anyway, preferring to cover national topics for syndication. The upside of this move is that, just maybe, the Hearst bosses who’ve kept a tight rein on PI.com’s purse strings might reassign Horsey’s salary to beef up the site’s news staff. The site desperately needs more staff-created content to be a first-stop local news destination.
• AT&T to T-Mobile: Let’s call the whole thing off.
• Scientific American claims there’s evidence for the long standing portrayal of creative people as eccentric. I can assure you, however, that eccentric people are not necessarily creative.
• Simon Mainwaring at Forbes.com claims anti-corporate fervor actually provides an opportunity for corporations to enhance their brand images, by hyping themselves as socially responsible.
• Katha Pollitt has her own take on the late Christopher Hitchens. Among other things, she found him way short of acceptability on women’s-rights issues; even though he invoked those among his excuses for supporting Bush’s wars.

• At Friday’s Park(ing) Day display at the Seattle Art Museum, a videographer from a Chinese-language cable access show tapes an interview using a Flip-like digital video cam, a mini spotlight, and a small Steadicam-like camera stabilizer.
• Former P-I book critic John Marshall is still unemployed, and writes for the Atlantic about receiving his final unemployment check.
• The Jo-Ann Fabric store in Olympia has a Halloween crafts section. It recently had a bat in it. A real bat. With rabies.
• A survey co-sponsored by Microsoft’s MSN.com named Seattle North America’s sixth worst-dressed city. Vancouver was #3; the top spot went to Orlando.
• Seahawks fans this Sunday will not only face a formidable opponent on the field (the dreaded Steelers) but also extreme frisking.
• Another gay/lesbian event, another would-be censorious program printer.
• Pierce County: Now with 35 percent less transit.
• Netflix: Now with higher prices and 1 million fewer customers.
• The corruption investigation against Wisconsin Gov. Scott Walker and his inner circle turns out to have begun with comments to blog posts.
• Why didn’t anyone tell me there’s a Barbie Video Girl doll with “a video camera embedded in her chest”? You could use it to reenact the cult film Double Agent 73!

(Remember, my big book shindig is one week from today (Sept. 24). See the top of this page for all pertinent details.)

sorry, maude, you didn't make the list

• Julianne Escobedo Shepherd offers a list of 10 (American, prime time) “TV shows that changed the world.” It includes some of the usual suspects (Ellen, Mary Tyler Moore, the original Star Trek) but leaves out so many other possibilities. Where’s Yogi and Boo Boo in the same bed all winter, or all the early variety shows with interracial love-song duets?
• Seattle PostGlobe, the spunky li’l local news and arts site started by ex P-I reporter Kery Murakami (and for which I posted a couple of pieces), is closing up shop after two years and change. With Murakami gone to Long Island, NY and many other original volunteer contributors off in other jobs (or other careers), the site had mainly become a spot for Bill White’s film reviews. Without the funding to maintain the site’s operation, let alone to build it into a stronger endeavor, its current boss (and cofounder) Sally Deneen is pulling the plug. She’s keeping it up in archival form.
• In other local media news, technical workers at KIRO-TV have been at a labor impasse for some15 months now. The IBEW Local 46 claims they’re just trying to preserve contractual language “that respects their individual and collective rights that are afforded to them under federal law.”
• Copper thieves have no respect for anyone or anything. Not even for the local branch of Gilda’s Club. That’s the drop-in cancer support center, named after Gilda Radner and housed in that fake Monticello office building at Broadway and East Union.
• The bicyclist struck by a hit-and-run SUV Thursday? He was a photographer and office worker for an international health agency. And how he’s dead.
• Wherever there’s a business with a predominantly male clientele, there’s somebody trying to attract female customers. The latest result comes from the UK branch of Molson Coors (you did know those beer companies had merged years ago, right?). They’re test marketing a pink beer for women. Even stranger: It’s called “Animée.” Which begs the question, would Sailor Moon drink it? How about the Ghost in the Shell?
• Lee Fang sees a cartel of “shadowy right wing front groups” spending lotsa bucks to get Congress obsessed with “the deficit” (i.e., with dismantling anything government does to help non-billionaires) instead of the economy. I don’t think the drive is all that shadowy. These outfits, their funding sources, and their biases are well known and well documented—and still scary.
• Dan Balz sees today’s Republicans as being at war against Democrats, against the middle class, against women, against sanity, and now against one another.
• Remember: Tonight (Saturday the 30th) is the annual Seafair Torchlight Parade bisecting Belltown and downtown along Fourth Avenue. This year’s grand marshal is smaller-than-he-used-to-be TV personality and Sounders FC spokesmodel Drew Carey. (The organizers tried to get someone else for the role, but they bid over the actual retail price.)

oh, NOW they get customers.

• SeattlePI.com is moving, away from what had been the Post-Intelligencer building on Elliott Ave. The new office space is said to be “larger” than the space the news site had been occupying. (Let’s hope that means the site’s going to add staff, to get at least slightly closer to a comprehensive local news source.) The P-I globe’s staying put, for now.
• The Seattle weekly that’s not Seattle Weekly gets the big fawning establishment treatment as it approaches its 20th anniversary in September.
• The alleged Norwegian mass murderer (mostly of teenagers) is shaping up to be a right wing “Christian,” a virulent racist and anti-Muslim, and a member of at least one nationalist cell group. None of this has stopped right wingers in other countries from falsely attributing the murders to Muslim terrorists.
• Looks like the ’04 Presidential election may have been just as rigged as the ’00 election may have been, though with operational differences.
• Fans descended on a low-key charity basketball event to proclaim their unflagging desire to see men’s pro b-ball back in town. I also want the Seattle Supersonics back, and I want them in Seattle.
• Amy Winehouse, R.I.P.: Let’s put this succinctly as possible. Drugs suck.

Radiohead.

For more than a decade, they’ve been a band on the cutting edge of music, or at least of music marketing.

So what do they do to give their new CD/LP/download product the splashy promotion they believe it deserves?

They come out with that most modern of media products.

A newspaper.

Specifically, a 12-page tabloid, handed out for free in select major cities, including this one. Online reports say copies went fast in many of these pass-out spots. (Last I heard, you could get one at Sonic Boom Records in Ballard, but only while supplies last.)

This sign of newsprint’s continued attention-grabbing viability comes two years and two weeks after the last print edition of the Seattle Post-Intelligencer.

Yes, I still mourn it.

I even dream about it. But I won’t get into that.

I will say I still believe there’s a P-I sized hole in the local media landscape. PubliCola, Seattle PostGlobe, Crosscut, and now SportsPress Northwest only fill pieces of that hole.

The SeattlePI.com website not only doesn’t fill its former parent journal’s role, it doesn’t even fill the role it could fill, as the go-to online local headline source.

It’s still designed like a newspaper’s web presence. The front page, and the second-tier directory pages, are each cluttered with 100 or more links, mostly to syndicated and wire pieces and to the contributions of unpaid bloggers. There’s no direct way to find the site’s own staff-written material (which remains remarkably good).

What’s worse, PI.com, as it’s currently structured, has little growth potential. It’s already generating as many “hits” as it did when it had a whole newspaper to give it content. It’s either just breaking even or is perpetually about to, according to which rumors you care to believe. There’s not much further revenue it can attract as a website with banner ads.

PI.com needs to find its next level.

With its current minimal staff, it likely couldn’t create a web app or a mobile app that could command a price from readers, a la Rupert Murdoch’s iPad “paper” The Daily or the newly paywalled NY Times site.

But it could repackage its current in-house content, plus the best of its bloggers’ contributions, into a free web app and/or mobile app.

This would make PI.com’s articles and essays better organized, easier to navigate and to read.

This would also offer advertisers with bigger, more productive ad spaces that would compliment, not clutter up, the reading experience.

Then of course, there’s always the possibility of moving the P-I back into print. Perhaps as a colorful freebie tabloid, one that could siphon off home and car ads from the SeaTimes and lifestyle ads from the slick regional monthlies.

Alternately, some of the local philanthropists who’d offered to take over the P-I from Hearst in 2009 could start their own paper, creating a new tradition.

I recently posted a link to marketing guru Garland Pollard’s list of  “brands to bring back.”

Now, the local angle on missing brands.

Pollard’s blog has praised Seattle’s Major League Soccer franchise for wisely keeping the beloved Sounders name.

He’s scolded the retailer formerly known as Federated Department Stores for trashing its beloved regional store names, including The Bon Marche. He’s suggested bringing those back at least in some capacity.

And when the Post-Intelligencer folded as a print daily, Pollard suggested things Hearst bigwigs could do to keep the P-I brand active, beyond a mere Web presence, such as a weekly print paper or magazine. I think that’s still a good idea.

I, of course, have my own faves I’d like brought back:

• If it can ever be determined who (if anyone) owns the trademark rights to Frederick & Nelson, I’d love to see a new store with that storied name. It needn’t be a full line department store. It could just be a quality family clothing store plus a cosmetics counter and a tea room.
• The Rainier and Olympia beer brands currently live in vestigial form, owned by the Pabst marketing company and made by Miller in LA. It’s time they were brought home, perhaps contract-brewed by one or more local microbrewers.
• With Sound Northwest merged out of existence, the region could use a print music mag again. Why not resurrect The Rocket? I can just see gleefully overdesigned cover portraits of today’s Seattle “beard bands.”
• Someone, somewhere, has the bulk of the exhibits from the Jones Fantastic Museum, the beloved carny attraction that used to reside in what’s now the Seattle Center House.
• Heck, for that matter let’s find a place somewhere in town to put up a new Fun Forest. I suggest the former Frederick Cadillac/Teatro ZinZanni block in Belltown, where two humungous condo towers were supposed to rise up before the housing market fell down.
• Speaking of Belltown, this town still needs a restaurant/lounge as fun, as welcoming, and as classlessly classy as the Dog House.
• Compared to most of these fantasized revivals, there’s actually some practical hope for a new Sonics franchise. The money and the management are in place. I’m certain a re-enlarged arena can be conceived with a minimal govt. investment. This leaves only two obstacles—David Stern and the current team owners at whose bidding he serves.