Burning paper
The worst is over for the newspaper industry, hopes Johnston Press.
Let's hope so, if Scotland's national papers are to survive. But it's not just an upturn in advertising they need - it's a business plan that helps the transition from paper to online.
Edinburgh-based Johnston - publisher of The Scotsman and Scotland on Sunday as well as the Yorkshire Post and more than 200 local papers - is one of those publishers blaming the ³ÉÈË¿ìÊÖ's online presence, funded by the licence fee, for "distorting the market" - making it hard for the commercial sector to charge for online news content.
This evening at the Edinburgh Television Festival, James Murdoch of News International, has added a powerful blast to that line of criticism.
In a lecture that lambasts the ³ÉÈË¿ìÊÖ, he says it's "dumping" of news content on the internet for free means that diversity and alternative viewpoints in the media will wither.
Instead, the Son of Rupert suggests, in a sentence that could be the starting point for many an undergraduate essay: "The only reliable, durable and perpetual guarantor of independence is profit". (Discuss.)
The challenge of the ³ÉÈË¿ìÊÖ is only one part of Johnston Press's grim story over the past year.
Advertising revenue was down 34% in the first quarter, when compared with that period in 2008, and chief executive John Fry was claiming that a 31% drop in the second quarter looked like good news.
Compare that with Advertising Association figures showing UK advertising spend has dipped 16% during the first quarter of the year, and you can see papers are taking the brunt of the cuts.
Online advertising spend has only increased 1.3%, and Johnston has been one of those newspaper groups slow to pick up what could have been its share.
Circulation on daily titles was down an average of 7.7% and 7.1% on weeklies. That's partly down to the increase in cover prices in order to compensate for the advertising revenue fall.
Johnston's response has been a fairly brutal programme of cost cutting, down 15% in a year. And it seemed to have impressed its lenders, after months of uncertainty, with a secure deal now agreed.
Likewise, the Irish owners of The Independent newspaper are saying the advertising slump has run its course and hinted strongly that a deal on continuing to finance its debt may be around the corner.
Monthly figures newspaper sales have tracked the sharp falls in circulation for Scotland's national titles, several of them dropping more than 10% in a year, and The Independent far more.
But we have to wait for six monthly figures to get the circulation picture for papers classified as local.
That includes Scotland's cities' evening papers, in which the Glasgow Evening Times has fallen, at 12%, nearly twice as fast as its Edinburgh and Dundee counterparts, with the Aberdeen Evening Express holding up remarkably well, at only 2.5% fewer sales.
For The Courier and Press & Journal, both owned by DC Thomson in Dundee (now also the owner of Friends Reunited), circulation was down 6.2% and 3.9% respectively - slightly better than the industry average, and substantially better than the national titles.
There is a business upside for all the pain being experienced in old-fashioned inky publishing. Diageo reported yesterday the benefits of driving down the cost of their brand advertising.
And STV points out that its move into online classified advertising, although small-scale so far, could be helped by newspapers' weakness.