From Mediaweek yesterday morning I was pointed to a report published at gannett Blog in the US about anticipated sales declines for USA Today as a result of a hefty cover price increase for the newspaper.
As its restructuring enters a second year, USA Today is bracing for a 35% drop in newsstand sales when it doubles the single-copy price to $2 on Sept. 30, according to internal company documents.
While the newspaper cover price increases in Australia have not been double, they have been of such a magnitude that newsagents say price is not hurting sales. It’s a fine line for publishers. Personally, I prefer a price that more accurately respects the production and distribution costs.
Our Sunday Mail sales (50c increase) have been tracking well with no real drop off in sales. The ‘hurdle’ customers have it with the Sunday Mail is the changing of the TV Guide which started last Sunday. So far we have had 4 customers cancel the Sunday Mail due to the TV Guide change. This is a major reason for people buying the Sunday Mail. Are News Limited really interested in what customers want???