A market share and advertising edge on the part of one paper or television station will give it additional revenue to compete more effectively—promote more aggressively, buy more salable features and programs—and the disadvantaged rival must add expenses it cannot afford to try to stem the cumulative process of dwindling market (and revenue) share. The crunch is often fatal, and it helps explain the death of many large-circulation papers and magazines and the attrition in the number of newspapers.45
