Producing a new edition of any publication requires you to go through a number of planning stages. These usually start with the advertising. Advertising is a key ingredient of any publication produced in the western, capitalist tradition. Whether we journalists like it or not, it is advertising that generally brings in the bulk of income to pay the bills and make a profit, allowing the company to continue in business. There are a few publications that can exist on subscription and sales income alone, but these tend to be very expensive and very specialist. Mainstream publications rely on advertising for a large part of their income.