NEW YORK (AP) — Just when Americans need it most, a U.S. newspaper industry already under stress is facing an unprecedented new challenge.

Readers desperate for information are more reliant than ever on local media as the coronavirus spreads across the U.S. They want to know about cases in their area, where testing centers are, what the economic impact is. Papers say online traffic and subscriptions have risen — the latter even when they’ve lowered paywalls for pandemic-related stories.

But newspapers and other publications are under pressure as advertising craters. They are cutting jobs, staff hours and pay, dropping print editions — and in some cases shutting down entirely.

Circulation and web traffic are up at the Sun Chronicle, a daily in Attleboro, Massachusetts, as it scrambles to cover the coronavirus pandemic. It’s “all we do,” said Craig Borges, executive editor and general manager. But with many local restaurants, gyms, colleges and other businesses closed, the paper has laid off a handful of sales and mailroom employees and a political reporter. It has about a dozen newsroom employees left.

“Hopefully we can work this out and make it through,” Borges said.

Researchers have long worried that the next recession — which economists say is already upon us — “could be an extinction-level event for newspapers,” said Penelope Abernathy, a University of North Carolina professor who studies the news industry.

More than 2,100 cities and towns have lost a paper in the past 15 years, mostly weeklies, and newsroom employment has shrunk by half since 2004. Many publications struggled as consumers turned to the internet for news, battered by the Great Recession of 2007-2009 and the rise of giants like Google and Facebook that dominated the market for digital ads.

More recently, big national newspapers like The New York Times, The Washington Post and The Wall Street Journal have diversified revenue by adding millions of digital subscribers. Many others, however, remain heavily dependent on advertising.

Twenty global news publishers recently surveyed by the International News Media Association expect a median 23% decline in 2020 ad sales. In the U.S., newspaper ad revenues have dropped 20% to 30% in the last few weeks compared with a year ago, FTI Consulting’s Ken Harding wrote in another INMA report.

On Monday, the largest U.S. newspaper chain, Gannett, announced 15-day furloughs and pay cuts for many employees. On Tuesday, another major chain, Lee Enterprises, also announced salary reductions and furloughs. The Tampa Bay Times, owned by the nonprofit Poynter Institute, cut five days of its print edition and announced furloughs for non-newsroom staff.

Further down the food chain, many smaller publishers — particularly local alt-weeklies with a heavy focus on dining, arts and entertainment — are making even harder decisions.

In rural Nevada, Battle Born Media is scaling back or ceasing publication of six rural weekly newspapers.