Page 622 - The Case Lab Book

The only measure that seems to be heading upward is cover price. This is
the “harvesting” approach being played out at The Scotsman, Scotland on
Sunday and the Edinburgh Evening News. As Professor Philip Meyer, author
of The Vanishing Newspaper, explained, it is a strategy that seeks to
maximize short-term revenues from a troubled product until the market
dictates it is no longer commercially viable. While the news, sports, business
and comment sections get ever thinner and editorial budgets shrink, the
cover price of The Scotsman was increased from £1 to £1.10 in October, a
hike of 29 per cent from the 85 pence it cost less than a year previously.