A regional daily has increased its cover price by five pence to 70p.
Trinity Mirror has confirmed the Leicester Mercury’s cover price has risen from 65p from this week, following on from a previous increase from 60p to 65p in December.
Previously the paper increased its price from 50p to 60p in January 2015 as part of a relaunch of the newspaper overseen by then-editor Kevin Booth.
The latest price rise on Monday coincided with a photo special, pictured below, after local football club Leicester City appeared in the Community Shield, at Wembley, the previous day.
It is understood that the price rise affects only the Mercury and its not part of a standardised increase across the board at Trinity Mirror’s regional titles.
The company has declined to comment further on the change at the Mercury, which affects the weekday editions of the paper. The Saturday edition is priced 75p.
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A graphic example of less costing more.
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Rather like Leicester City this season, will the Mercury now fade and die?
That’s the cover price up 20 pence in 18 months – can this really be justified?
Yes, newsprint costs may be rising (people costs are certainly not), but is this another case, like with so many other newspaper groups, of sucking the last drops out of a nearly empty bottle?
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Great – sack the entire award-winning features team then increase the price.
Another triumph for twisted logic.
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When all else fails put the cover price up
It’s rather like me taking Mrs employee X out for dinner to a restaurant where the best staff have been let go and juniors brought in to replace them managed by two managers per staff member and meaning the chef is also serving at table and doing the cleaning ,the food has become an inferior shadow of what it once was, and their ex customers have left in droves so….they put the prices up expecting loyal customers to pay more and desperately hoping to attract new customers too.
The most desperate action when as i say, all else fails
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Anyone know of any time this naive tactic has ever worked?
All it does is penalise those that currently buy it by expecting them to pay more,risks losing some once they have to consider the purchase whilst alienating those that don’t buy it due to further proof of lack of perceived value.
This is usually the last desperate throw of the dice when quality had been sacrificed to chasing profit and usually heralds a further decline in sales,something all regional press publishers are desperate to avoid.
Watch the ABCs tumble further following this knee Ker panic move
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