It seems that the Evening Standard’s great idea for fighting Murdoch’s new thelondonpaper is to put the Standard’s price up by 10p to 50p. The thinking behind this is that this gives them a £7m warchest somehow (At 300,000 copies daily x 10p x 5 days a week that’s £150,000 a week which means it’s going to take the best part of a year to raise £7m. That’s before you deduct the extra share that vendors and newsagents will take from a higher priced product).
But is this actually a smart move?