• Ad Age, Friday, May 11, 2007 11 AM

The New York Post has backpedaled on a recent price hike, and is back to selling for a quarter. The move was made after newsstand sales at some high-volume outlets in Manhattan went through the floor following a doubling of the News Corp.-owned paper to 50 cents. Sales in some locations fell by as much as 20%, according to one competing executive who has been monitoring newsstands.

The Post insists the price change is not related to the slumping sales. "This is a business decision and part of a well-planned strategy," says Post Editor in Chief Col Allan. "We're proud of our sales, and the numbers being thrown around by our competition are pure fantasy and wishful thinking." When the Post started selling for a quarter in 2000, the move helped it nearly double circulation and pass the Daily News.

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