Righto, I typed a long and winding email rebutting, arguing and agreeing with some of the points.
The gist was basically I still think £13 is too much, but we could argue it all day - it's nigh on impossible to work out what reduced pricing would do to numbers so I'll move on.
I've had another idea - I think the key for the club is to get people through the gate. The rest follows naturally.
What about introductory offers?
They go out to everyone (even regular fans), and you give an email and home address.
You can claim one half price ticket in the course of a season (with proof of ID to help deter piss takers).
Maybe even the next one at a 3/4 price, then back up to full price. Maybe even a couple of kids offers etc?
Over the course of a season I reckon you'd see a return - as I say it's kick starting the habit – be good PR in the press as well.
On the back of it, you'd ask if it's ok to contact them with Alty info – the club could email offers, match / ticket, events, info out and it wouldn't be overly expensive / time consuming. Good chance for the club to connect with the community.