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.