Newspaper / Reference Price / Usage Based Pricing

Showing Price Per Use Is Not Unbundling

Most subscription services try to convince the consumers that the pricing is low by showing a per-unit fee, be it price per day or price per week. Some marketers try to create a reference price link by telling us, “for the price of a cup of coffee you can now afford …”.  But the catch is the service is not sold unbundled, they only show the price of a unit but do not let us purchase only as many units as we wish. Take a look at this promotion from the Wall Street Journal

wsj_options

The price they show is per week, but you cannot simply purchase access to the online journal for a week of your choice or get paper just for a week. You purchase subscription for the whole year. Hence this is not unbundled pricing.

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