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I don't know if its exactly the same in the magazine business,but I have a friend who worked in local newspapers for several years and he explained that the advertising generally pays for the paper and the cover price pays for the distribution.I think it would be informative to find how the advertisers reacted to the cover price increase as most of them are sufficiently specialised to lack sensible alternatives and the online readers may well run adblockers in any case.
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