Completely agree with all you've said.
However, there has got to be another factor at play which is just driving (literally) people away. Perhaps it's just the geography and town planning in the Potteries - everything is spread out due to the historical "6 towns" nature of the area. There's (heavily congested) retail parks everywhere and the town centres are dying. Bus priority measures are pretty much non-existent.
The Newcastle-Clayton section of D&G 9 runs every 30 mins. It's now an amalgamation of what was once 7 buses per hour! The 33 Westlands service used to run every 30 minutes under Bakers - it now runs 3 times per day under D&G. Something has gone seriously wrong. But what?
And realistically, what it is the solution?
In 1996:
Service A to Seabridge Lane (equivalent to the 33 now), every 15 minutes,
Service B to Westbury Park, every 15 minutes,
Service C to Clayton Village, every 15 minutes.
So 12 per hour Newcastle to Clayton Stumps, plus various others.
2010 - every 15 minutes to Westbury Park / Clayton combined, plus the 33
2014 - every 20 minutes
2017 - every 30 minutes
In each case add whatever else was running equivalent to the D & G 9 now.
The 33 route serves the wealthy area of Westlands, so poor operating territory, but perhaps containing wealthy pensioners who wouldn't drive into town if an attractive bus (frequency and comfort) was available. Whether that would be enough to make a commercial service is a different question. Prior to Covid the Arriva 64 seemed to attract people from Westlands (partly due to the dire frequency of the 33 no doubt). The current frequency is linked to Staffordshire County Councils approach / need to cut things to the bare minimum, whilst still being able to claim that the area is served by a bus service. In this case a one bus working with the 35 whereas they had a bus each previously.
Westbury Park and Clayton Village, middle ranking 1980's surburbia.
Clayton, large areas of 'council' housing.
There is no
reasonable solution. Things have been allowed to sink too far, the time to intervene was at the time of the 2014 network review
before those cuts were implemented. From that point it has been a continous cycle of decline causing cuts, or cuts causing decline, depending how you want to look at it.
Newcastle and Hanley remained attractive until fairly recently. Wolstanton Retail Park was pretty dire until M & S moved in (now their only store in N Staffs), Festival Park was your typical white goods and carpets retail park slowly becoming your new high street experience (Next etc). With the exception of Asda and Morrisons respectively who were there from the outset as 'anchor tenants'.