On Nov.10, new Twitter Inc. owner Elon Musk reportedly told employees that bankruptcy was a possibility unless Twitter's cash flow improved. But that cash flow already has been reduced considerably because advertisers are pulling away from Twitter.

Advertisers — by far Twitter's most important revenue source — are reportedly concerned about just what Musk wants to do with the company. There's a meaningful risk, based on activity since Musk took control, that Twitter will become hate speech central and a place advertisers will likely shun.

Musk's pleas to advertisers to stick with the platform will likely fail if he opens Twitter to further to behavior with which high-dollar advertisers are uninterested in associating.

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