The latest drop in monthly print run figures wouldn't be much news, if not only for the fact that the tabloid Õhtuleht has overtaken the title of the country's most printed newspaper.
In July, the leading Estonian daily Postimees saw its daily print run fall to 49,900 - the lowest in a decade, and by 3,100 compared with the previous month, according to the Newspaper Association.
Õhtuleht took the lead with 50,000, having last matched Postimees in 2008. But Õhtuleht's figures have also decreased since June, by 1,700.
Meanwhile, Eesti Päevaleht, another major daily seen as an alternative to Postimees, was at 21,800 copies in July. The business daily Äripäev had a print run of 11,600.
In the last year, the Õhtuleht's print run has suffered the least out of the dailies.
Among weeklies, Maaleht, focused on rural news, was the leader, followed by Eesti Ekspress, whose trump is investigative journalism.
The heyday for Estonian newspaper journalism was in 2007, when Postimees had a print run of 69,000.