The original length of the line on the map was 100 mm, and the original scale was 1:1000. This means that 1 mm on the map represented 1000 mm on the ground.
The actual ground length of the line = 100 mm $\times$ 1000 = 100,000 mm.
After photocopying, the length of the line on the reduced map is 90 mm. The ground length remains the same (100,000 mm).
The revised scale is the ratio of the new map distance to the ground distance:
Revised Scale = New map distance / Ground distance
Revised Scale = 90 mm / 100,000 mm
Revised Scale = 9 / 10000
Revised Scale = 1 / (10000 / 9)
Revised Scale = 1 / 1111.11
The approximate revised scale is 1:1111.