USA Today expects price increase ‘will bring a minimal drop in print sales’

USA Today’s newsstand price goes from a buck to $2 on Monday. Here’s publisher Larry Kramer’s memo:

From: USA TODAY Publisher
Date: Fri, Sep 27, 2013 at 2:33 PM
Subject: USA TODAY Price Increase – effective Monday 9/30/13
To:

Dear Colleagues,

We have always strived to keep the cover price of USA TODAY low. Since 2008, despite rising costs and other national newspapers raising their prices, USA TODAY has remained at $1.00, providing our readers exceptional value. However, effective Monday, September 30, 2013, the cover price for USA TODAY will be $2.00.
two
This change will allow us to continue to invest in the resources necessary to deliver USA TODAY’s award winning content. This increase still positions USA TODAY as a value to readers and we will be priced competitively with other national newspapers.

We anticipate this price increase will bring a minimal drop in print sales, as we continue to evolve how we distribute USA TODAY. As consumers habits have shifted, we have gradually been decreasing the number of racks on the street, while giving consumers additional options to purchase our print edition. In the last quarter alone, we have added more than 1,000 retail sales locations.

Thanks to the hard work from all of you, our total audience is bigger than ever and we expect those numbers to continue to rise in the future.

Larry

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