English to Swedish Bus/Financial Marketing markets

Jag får inte ihop logiken i slutet av följande mening. Jag tror att ordet "since" i sista frasen ställer till det för mig. Vad säger ni?

For example, suppose The Times lowered its price to advertisers but raised its price to subscribers to align costs and prices better. It would lose subscribers and become less valuable to advertisers. If newspapers and other advertising–supported media with which it competes did not adopt the same change in pricing structure, The Times could lose advertising revenues despite the lower advertising prices, which in a one–sided market would lead to higher advertising volume, as well as subscription revenues, since consumer demand will decrease given the higher subscription prices.