Most of the losses are due to a decline in
mail volume and a congressional requirement that it make advance payments to cover
expected health care costs for its future retirees.
I think that expanding the reading audience is vital for them — and given the length of many manga series, this could be important for gaining and maintaining readers who are either mobile,
expecting to move quite often (which is a number of younger people), who have space limitations, or equally, simply don't want to mess with
mail order or going out to get hardcopy manga
volumes.