Although the mercury reduces its price below that of the bugle, it’s possible for others to start to publish their newspapers with lower price than that of the mercury. In that case, nobody knows the mercury can increase its circulation to former levels. Last, the publisher assumes the mercury will attract more business to buy advertising space in the paper if it increases its circulation to former levels. But the publisher ignores real interests of businesses when they buy advertising space in the paper. Maybe businesses will consider more about newspaper’s reputation than circulation of the newspaper. If this’s the case, the mercury will fail to make more businesses to buy advertising space in the paper although its circulation will be increased. So it's doubt the mercury should reduce its price below that of the bugle because something else was the cause of the decline in circulation and it’s unclear if the mercury will succeed to get more people to read the mercury.