Seeing more people reading books on the bus, but no one reading any newspapers, other than the thin, free ones. Seems that reading books in public has an enhanced fashion. Since so many on the cellphones, reading a book in public adds a particular distinction.
Remembering how products would be positioned in public to encourage purchases. Seeing people walking around with a particular product, then influencing one to want to buy it as well. All this consumer behaviour research on peer influences, influences of people we admire. Why the athletic shoes worn by celebrities become the athletic that many people want.
So maybe provide specific people with newspapers to read on buses. Looks like they paid for them. Influencing others to start to pay for and read newspapers in hard copy again.
Remembering such admiration for the person reading the daily New York Times on a Toronto subway…