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Hopefully never! A newspaper with a paid, independently audited circulation is a wonderful thing for the readership and advertisers. The majority of a newspaper's revenue comes from advertising. The more readers a newspaper has, the more advertising revenue it will receive. With a paid, audited circulation, advertisers will know how many people read the newspaper. This relationship between the newspaper and its advertisers gives power to the readership. If the majority of the readership is not satisfied with the quality of journalism in the newspaper, they can choose not to purchase the publication. Once this happens, advertising will decline as well, forcing the newspaper to either improve or shut down. Newspapers with free distribution generally lack credibility. This system of checks and balances is what has made legitimate newspapers the most reliable sources of news, information and advertising throughout the world over the past 400 years.
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