Eventually, it became obvious after a few years that the readership was much stronger than the

Eventually, it became obvious after a few years that the readership was much stronger than the advertising support.
This may have to do with the political content, as many businesses shy away from anything remotely controversial.
This situation spurred me to try promoting the paper on a subscription basis.
After all, if the readers are so enthusiastic about it, perhaps many of them would be willing to pay for a subscription.
It would also put the publication on a national footing, making it available anywhere in the country for the same price.