James Walker, Associate Director of the Henley Centre, has expanded on comments in Media Week concerning newspaper cover prices. The Henley Centre, which has most of the newspapers as clients, has been advising them that cutting cover prices is false economy, despite all the favourable press the Times and Sun have recently received.
James Walker pointed out that the Times’ price cut to 30p is a 33% cut; although circulation has increased greatly, this only amounts to an 18% rise, and therefore both the Times and Sun are still losing vast amounts of money. Henley research has also showed that the readers who are attracted by the price cut will desert the papers as easily as they came, and that there is no evidence that they will remain converted readers.
The Henley Centre believes that cover price cutting is not a good idea commercially, and is in fact advising clients to increase cover prices as the only way to improve profitability.
Henley Centre 071 353 9961
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