Who won as we lost the News of the World?
The loss of weak players in a market offers the opportunity for others to pick up the pieces and gain market share.
The loss of the dominant player is something very different, with a big prize for the rivals who can gain most from the gap it leaves, and lay claim to the market leader's pedestal.
So who has won from the closure of the News of the World last month?
Yes, I know, there are those who will chorus: "We all did". But I'm talking about sales.
There are several answers. They need the proviso that the latest ABC industry figures just out cover all of July, including the first two Sundays when the News of the World was still publishing.
One answer is that the market for the remaining titles shrank by around 700,000 copies in the average week, down from 9.7 million to nine million (with a bit of rounding).
The final week of the News International market leader will have hurt them all, as it hugely boosted sales with a farewell edition.
But as it shut, by far the biggest grower was the Daily Star Sunday, up by 130% to more than 700,000.
The People was up 69%, the Sunday Mirror up 64%, and the Mail on Sunday up 17%.
In actual sales gained, as opposed to percentage increase in sales, the Sunday Mirror did best, taking 700,000 extra sales in the average July week.
While the Daily Star Sunday was next, the People put on 330,000 sales, and the Mail on Sunday 227,000. At 2.26 million sales, the Mail on Sunday is now the market leader.
In Scotland, the Sunday Mail - Trinity Mirror red top stablemate of the People and Sunday Mirror, which had been market leader ahead of the News of the World Scotland - did far less well.
Its circulation was up 51,000, or only 14%.
The impact on the more weighty end of the Sunday market was less dramatic, up by less than 2%.
The Sunday Times, a stablemate of the News of the World, fell but by less than 1%.
Significantly, it fell below one million sales for the first time.
The daily stablemate of the News of the World is the Sun - and with circulation up by 20,000 last month, it doesn't look like it was hurt by the phone-hacking scandal at News International.
Another significant threshold was reached by Scotland on Sunday, falling below 50,000 sales.
It was the only Sunday paper to suffer a significant loss in the month the News of the World closed. Its daily stablemate, the Scotsman, fell through the 40,000 barrier.
A month from now, the August figures will give a clearer picture of the fall-out.
But meantime, even the big gainer from all this - Trinity Mirror, putting on more than 1.1 million average sales - was on Friday reporting falling revenue and falling profits, so it is increasing its target for cost-cutting this year from £15m to £25m.
With the total number of daily newspaper sales down since last July by nearly 5%, the newsprint industry remains in a lot of trouble.