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The latest audited industry figures showed circulation at The Scotsman fell by nearly 10% over the past year to 38, 000, while its sister paper, Scotland on Sunday, was down nearly 14% to 47, 500.
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The industry as a whole saw circulation fall 1.2% with newsstand sales down 7.3%.
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Those declines have become common to the newspaper industry as a result of shrinking circulation and migration to the Internet.
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Tony Ridder has also instituted a program that ties executive compensation to circulation rates-- a unique motivational strategy in the industry.
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Now the newspaper industry seems locked into a stately death spiral of declining circulation and aging demographics.
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In what the industry defines as the quality market, The Scotsman's circulation fell to below 33, 000 against 39, 000 last November.
BBC: Scottish newspaper see sales slump
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There are 59m credit cards in circulation, more than in the rest of Europe combined and the card industry is fragmented with more than 60 different issuers.
ECONOMIST: Fraud
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Newspaper and broadcast outlets, for example, maintain audits for circulation fraud and ratings fraud that rely on neutral companies such as Arbitron ( ARB) to regulate industry data.
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