Monday September 26, 2011
In the past week or so, UK based newspaper The Guardian has increased in price from £1 to £1.20 each week day. Thats a big rise. I could write about the challenges facing the print media but what actually struck me was the justification for the increase penned by editor Alan Rushbridger. Now, being a Guardian reader myself I thought he made some fair points, but then he mentioned that frothy coffee.... What he said was: "We do think that £2.10 on Saturday and £1.20 during the week is good value for a serious, internationalist newspaper such as the Guardian. A daily cappuccino now sets you back between £1.80 and £2.05." Well, some people weren't too sure about this and felt it was all a bit 'North London' and pretty meaningless to those who wouldnt dream of spending that sort of money on a coffee.
So at that point he sort of lost the argument with a lot of readers which is a shame. It showed to me that you really need to know your audience (but then perhaps he does as I am a sucker for an expensive, organic milk, fresh ground latte...). The idea was a good one - relate the price to something we don't think twice about, unfortunately this perhaps wasnt the best thing.
While the approach was sound, it didnt quite work for all audiences - its a challenge all us communicators face and just shows how hard it can be to get it right!