A few weeks ago it was a huge sales kick from the Simpson’s Pins, for the last two weeks it’s been Commonwealth Games coverage and promotions, last week the new issue of Alpha, the co-purchased sports magazine, was published, this week the AFL sticker promotion starts and on Monday this week the cover price went up 10 cents. It’s been a busy time for the Herald Sun. Their marketing effort will ensure there is no erosion in sales as a result of the cover price increase. All the marketing activity ensures consumer habit/loyalty. Even though newsagents only get 2.5 cents of the 10 cent price rise, it is the first such rise for the Monday to Friday paper in seven or eight years. It’s no surprise therefore that customers are not fussed by the increase.