Ticketmaster to Tie Prices to Demand

The Wall Street Journal
April 19, 2011
By Ethan Smith

Ticketmaster is implementing a dynamic pricing strategy.  As we have learned, this means that Ticketmaster will adjust the cost of sports and concert tickets according to demand.  This is a technique airlines and hotels have used to maximize profit, but it has never been done in this industry.  The timeline on when this will start is still unknown, but it looked like sports teams will adopt the system first.  One goal of this is to revive concert ticket sales, which have been declining for years now.  One challenge that will be faced is dividing up profits among the many entities involved in a concert tour.