Indeed you can serve html content quite cheaply from your server, where you had to create and deliver physical matter to the readers before. But when you get yo

Indeed you can serve html content quite cheaply from your server, where you had to create and deliver physical matter to the readers before. But when you get your newspaper ads to 10k households instead of 1k, doesn't that increase the value of those ads by a factor 10 to the advertiser? The only thing I could think of would be spam prevention (you don't want someone to order 100 examples of your newspaper), but there are also other ways to combat spam.