Dumb Move for Los Angeles Times

The Los Angeles Times has raised their prices again, I know quality reporting is not free and they have done some good investigative reporting recently. Single copies are now $1.50 and I recently saw my subscription rise another 3 dollars a billing period. This reminds me of the California state budget crisis where due to the lack of money to pay for government services they increase taxes which leads to declining revenue because people flee. Perhaps having news and editorial coverage that would be the mix between the San Diego Union Tribune and the Manchester UK Guardian and people will be pleased to pay for the content. The price increased starting December 3rd of this year and has had little or no media attention.

Let us take a brief history of price increases In 2011, the LA Times went from 75 cents a daily copy to 1 dollar. This had nationwide attention all over the media. People were used to the free material on the internet and also the declining economy did not help things most. Then in 2009 the paper rose its price from 50 cents to 75 cents. I would like to see the circulation levels of the newspaper throughout time and see how this method of pricing themselves out of the market is helping them to salvation or doom.

I do not mind paying for the paper, but there will be a price sooner or later that will make consumers cancel their paper even with discounted pricing through the customer service line. The key to success is to find the equilibrium in price that consumers and the producer wants to pay.

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