Why not:
"Would you like that in Paper or e-version"
and a tiny (as compared to shelving) download to device space.
It is all about personal service and advise.
At $9.95 there was a ton of Margin when compared to the paper version.
Warehousing is in a 19" rack instead of a huge building.
Shipping is pennies vs Dollars
Accounting is automatic
and there are no returns