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advertisers act as subsidy, Papers with Advertisers have more surplus, Papers with Advertisers have reduced expenses, improve salability more attractive format, improve salability more features, improve salability more promotion, Papers with Advertisers have lower prices, Papers lacking Advertisers have higher prices, advertisers want Affluent readers, surplus with which to improve salability, Papers lacking Advertisers have less surplus, Papers lacking Advertisers have increased expenses, subsidy that provides surplus