Cryptic crossword clue
Something insubstantial about Capp married couple succeeded attracting readers ultimately 10

The most common and most likely answer to this crossword clue is the 10 letter word CANDYFLOSS

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Buddy explains!

The straight part
We know that "Something insubstantial" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case something insubstantial = candyfloss.
The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.
This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.

What does CANDYFLOSS mean?

CANDYFLOSS noun
  1. Heated sugar spun into thin threads and collected into a mass, usually on a stick.

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