This time he discusses the two divergent pricing strategies being pursued by newspaper publishers.
One is to lower the price, the other is to raise it.
He contrasts it with Newsquest’s price rises which have resulted in falls in sales, and concludes:
“Of the two strategies, I prefer the latter. It seeks to extend print audiences and therefore engage more people in the reading of journalistic content (though I accept that many more are doing so online anyway).
“Price-cutting may not turn around the overall trend but it seems altogether less suicidal than implementing price rises that will surely antagonise readers, making it unlikely that they will return even if the rises are reversed.”
Price cutting is all very well if all you are seeking to do is hang on to readers.
But Greenslade misses the point. As he accepts, newspapers do not have a problem finding readers. It is just that they are moving online, and publishers have not yet figured out how to make their digital operations pay.
Newsquest’s price rises will cost print readers, but the merit of the strategy is that it will generate revenue.
And that, rather than chasing circulation figures that do not necessarily translate into money, is what will keep newspapers in business.