I took this photo at 3pm Monday this week in Sydney. The sign, on the lease line of the cafe facing into George Street, pitches their fresh sandwiches at a deep discount. I mention it today to connect back with my June post about time of day pricing for newspapers.
Publishers and newsagents need to consider this as I think we could sell more newspapers as a result and without educating shoppers to wait until the end of the day to save a few cents.
A check of the sales decay curve for newspapers in any newsagency will show where such a move makes sense. I’d suggest publishers work with newsagents to find ideal locations where sales are all but over by, say, 2pm or beyond and then trial time of day pricing. I think it needs to be 50% off to be of any interest. The goal has to be to sell newspapers you;d otherwise have to return.
This is a project best run by publishers and newsagents together, a project that is data driven and tested on different days as it could be something run only on certain days and in very carefully selected locations.