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.