I think the really worrying thing is that attendances are still actually falling, despite having a more "successful" team in the last season and a half.
Hearts were actually doing some decent offers for the fans a while back which must have helped, along with giving away free strips and scarves to kids in their immediate area. That can't have done any harm.
Hibs have a reputation for good football which must bring in fans, whilst they also have a popular ex-player in charge.
We haven't really got/done any of those things, except maybe Willie Miller's role, although if you offered a choice of the three situations, based purely on a football basis I'd rather be in ours each and every time.