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Simple: the selling model has to be different.
See what scientific magazine aggregators are doing: renting by year the access the 10 of thousands of magazines in full text to an organization who then lets their users download them at will. If you stop the subscription, you go out with all the files you have "bought" in those years, and the stuff published before - most of it as no much value anymore.
This is just an example but many other can emerge!
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