Market Based Pricing, the approach developed by Mather Economics to apply yield management principles in the Newspaper industry, is described in the April 2009 issue of Presstime magazine. The article by John Heys appears on page 38, and it includes quotes from circulation personnel at two newspapers currently using Market Based Pricing to increase home delivery renewal prices strategically. Both papers have been able to raise home delivery circulation revenue with minimal incremental stops due to price. If you would like more information on Market Based Pricing, please contact Matt Lindsay at 770-993-4111.
Archive for May, 2009
Price Points
Friday, May 15th, 2009Micropayments mentioned in Editor & Publisher
Friday, May 15th, 2009Matt Lindsay is quoted in an article by Jennifer Saba in the April 2009 Editor & Publisher regarding his thoughts on the potential for micropayments to help newspapers monetize online content. “I think there are a lot of people willing to pay [for online content]“, he says. “They just need a vehicle for doing it.” The article does a good job of covering the differing opinions in the industry regarding micropayments. The people that are opposed seem to believe that micropayments would be used exclusively as a method for payments. Mather Economics believes that micropayments are valuable as one of several payment options that should be available for customers. We believe it is likely most revenue would come from subscription payments, but customers should be able to buy individual pieces of content. Just as iTunes unbundling of albums into individual songs as increased the amount of music sold, unbundling newspapers will increase the amount of online content sold.