'New York Post' to Raise Newsstand Price by a Quarter | Adweek 'New York Post' to Raise Newsstand Price by a Quarter | Adweek
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'New York Post' to Raise Newsstand Price

Iconic tabloid to charge a quarter more per issue

Photo: Daniel Acker/Bloomberg

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The New York Post is raising its newsstand price to 75 cents beginning Monday, according to sources at the newspaper.

Editor-in-chief Col Allan did not respond to calls about the hike. Memos sent to reporters on Tuesday demanded better stories on Monday to compensate for the price increase.

“The boss himself has put the order out that [the paper] will be even greater than usual,” said one memo to the reporters. “He’ll be looking for what is there and what is lacking. So, please, pull some good ones out of your bags of tricks.”

Another memo put it less delicately: “The editor has already said he will be looking for bylines to see who stepped it up and who didn't.”

The bump comes as something of a surprise from the tabloid, which has been losing circulation for the last four years.

This is the second time since Allan took the helm that the price has increased. The previous price hike resulted in a loss of readership for the Rupert Murdoch-owned tabloid, which relies on newsstand sales for the majority of its circulation.

In 2006, the Post circulation climbed to slightly more than the rival New York Daily News after it cut its rate to 25 cents in 2000.

Emboldened by its thin edge over the competition, the paper increased its rate again to 50 cents and quickly lost readers.

It is currently ranked as the eighth-largest newspaper in the U.S. with a circulation rate of 522,878, according to BurrellesLuce.

The Post, which was bought by Murdoch in 1993, reportedly loses tens of millions of dollars every year.