First of all, the fact that the Mercury has lost 10,000 readers since The Bugle first appeared on the market five years ago implies nothing. Other factors may have contributed to this decline. For example, it would be correct to say that for the last five years, or more, the information revolution has changed the way that people access information. More and more people are becoming Internet literate and perceive it as a source of free and easily accessible information. News is readily available on the Internet, leading readers away from traditional forms of news such as newspapers. There is no indication in the argument as to whether circulation has been declining even before The Bugle. If so, then it will be apparent that factors, other than The Bugle, have contributed to the poor performance of the paper。
Furthermore, the author did not rule out other factors that caused the decreasing circulation. Price may not be the only factor influencing readers whether or not to read a certain newspaper. Consider the following situation. The Bugle is a tabloid newspaper while the Mercury is aimed at a more educated audience. Lowering the price, although this may result in a slight increase in readers, may not attract those readers who prefer tabloid newspapers. This invalidates the assumption that lowering the price of The Mercury will allow circulation to return to former levels。
Finally, the newspapers wishes to achieve its ultimate goal of attracting more business, and as a result increasing profits, to buy advertising space it needs to take into consideration the other factors that entice a business to advertise with a newspaper. The newspapers audience is an obvious example. An educated audience will attract a specific, perhaps more prestigious class of business to advertise at a high price. To lower the price of the newspaper, and in turn risk changing the type of readers that buy the paper, will affect the number, and type, of businesses that are willing to advertise。
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