More and more, advertising revenue, not circulation or concern for the underdog, seems to be determining the content of American newspapers. As Americans moved to the suburbs, suburban newspapers sprang up, taking readers and advertising revenue away from metropolitan dailies. "Counterattacks" by metropolitan papers such as zoned sections and increased suburban coverage have produced mixed results. Still, the primary goal of the changes has been profits, not service. This concentration on demographics, on reaching the upscale reader, troubles some press and social critics. These critics fear that the dailies will ignore the needs of readers who are not wealthy, well-educated, and acquisitive. Although some of their criticism is naive, neglecting the importance of economics, these critics have pointed to alternatives to advertiser control of newspaper content such as government subsidy or endowment. (JL)