That's now looking pretty optimistic: a lot of people these days seem to think that 2012 is more like it, and today's news won't do anything to change their minds. At the same time, there are various ways you can look at that 10% drop, and one of them is simply that the recession has condensed several years of decline into a single year. A $500 newspaper subscription is a prime candidate to get sliced out of the family budget when times are tough and news can be found everywhere. So maybe all that's happening is that a cohort of the least dedicated readers are leaving all at once, and when the recession starts to lift newspaper circulations will begin to stabilize a bit. Or at least decline more slowly. Maybe. I'm not sure what I think anymore.