This seems to be the general line:
Murdoch and News International were wrong.
They increased the cover price of The Sunday Times and they lost more than 100.000 buyers.
They went from 1.80 to 2 GBP.
Well, I disagree.
In my opinion the Sunday Times did the right thing.
Why?
Because it´s the leader.
And it is really good.
Every Sunday offers a first class news and features package.
Two Great British Pounds is a great deal for quality readers.
100.000 buyers less?
Yes, but more circulation revenue.
And a clear message to the market: this is the leader for the best readers.
The ones that advertisers are looking for.
Quality papers must reconsider their cheap cover prices.
Said that, I am sure too of another thing:
If the Sunday Times changes its format and improves its design, it will attract more young readers, and more women will buy it.
So, this is my advise:
1. Keep the price at 2 GBP.
2. Change the format.
3. Redesign the paper (better than The Times, that it´s a shame!)
4. Tell the market the new message: the Sunday Times is the best of the best quality papers because has the best of the best readers.
5. And, for that reason, increase the ad rates.
You will save money with a lower printing run, and get more revenue via circulation and advertising.
I am sorry, but Rupert Murdoch and News International are not stupid.
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