The Press: Penny-Wise

Is there a way to get more money for a newspaper without making the reader scream? Experience suggests otherwise. When New York's afternoon dailies went from a nickel to a dime in 1956, all three took circulation losses so severe that not one of them has climbed back to its old level. After a more timid price boost—from a nickel to 7¢—in 1952, two of Detroit's three papers spent years recovering lost ground, and the third-ranking Times has still not recovered. Yet a fortnight ago, all three Detroit papers raised prices again, and not only got away with it but last...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!