Also, we did use to pay for the dead ends by just buying a paper with some ads in it. You haven’t explained why this model doesn’t work anymore? The newspapers have reintroduced the ‘you read it you pay for it’ with paywalls but they’ve overshot, now it’s like you go into the newsagent on the corner and they are shouting ‘you read it, you buy a years worth of that newspaper’ when you see one headline that interests you.