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Two weeks ago it was written by Keith Kelly, and today is it sealed by David Carr: Arthur Carter, tired of losing $2 million each year on his delightful and beloved but congenitally money-losing New York Observer, wants to sell the paper.

We have no doubt this is true — Carter is always tired of losing money on the Observer and looking to sell. But we also don't entirely understand why this is suddenly such big news — Carter is always tired of losing money on the Observer and looking to sell.

Just in recent memory, there was:

• The 1999 scare that Carter would imminently sell the paper to then-rising (as opposed now-fallen) Canadian press baron Conrad Black. Talks went on; worries were widespread; no deal was reached. Carter remained owner of the Observer.

• The 2001 scare, after both September 11 and Carter's surprise sale of his Litchfield County Times, which, like the Observer, he founded. He really loved that paper, everyone said, and he's even got a place up there, where he does his sculpting, they continued, and so this must really mean he wants to get out of newspapers and focus on sculpting. Keith Kelly lede, Oct. 26, 2001: "Arthur Carter, owner of the New York Observer, has abruptly sold off The Litchfield County Times, a New Milford, Conn., weekly newspaper, prompting a new round of speculation that the "for sale" sign may be out on the Manhattan-based weekly once again." (Headline: "Will Carter Sell the Observer?") Conrad Black was said to still be interested; nothing happened. Carter remained owner of the Observer.

• And the 2002 mini-scare, when Carter sold his other remaining newspaper interest, a 50 percent stake in The East Hampton Star. Now he must really be getting out of the newspaper business, was the assumption. But he didn't. Carter remained owner of the Observer.

All of which is to say: We don't doubt that Carter wouldn't mind selling the Observer. It's just that we'll believe it's actually happening only once it actually happens.

For Sale: Fabulous Pink Money Pit [NYT]
Earlier: The 'Observer' to Seek Shelter in Wasserstein's Wealthy Embrace?