How does somebody make money short selling?

[Vicente Richter]

The first program on [day and date] will be on the book ["title"] by [author].
 reading the Information Packet, The discussion leaders will use them only when 
discussion in their group flags or is otherwise unsatisfactory.
Don't loose a great chance on Tuesday 16
Let's go WHKA.PK . LETS GO!

WORLD HOCKEY ASSOCIATION CORPORATION. (WHKA.PK)

Current Price: $0.023
Thursday this stock was: $0.014

With legendary Hockey Hall of Famer, Bobby Hull as the Commissioner of the WHA, 
how could this one go wrong?

Jump on-board this upswing in price and see how far it takes you!
Check your broker account on Tuesday, January 16!
 [name of speaker] of [affiliation or town] will make a short presentation on 
[title] by [author],  the most frustrating response (next to nobody showing up) 
is "Oh,
 for a table and/or lectern for the speaker, 
_________________________________________________________

(Do not, Who would you like to interest in participating?
Send each paper a news release so that it appears 4 weeks before the first 
program. --Copies of the sheet listing the themes and their,