A couple of weeks back I went to the second of the Harnessing Disruption events put on by the folk at AdaptiveLab (I spoke at the first one a while back). The events are nicely informal gatherings focused on the theme of disruption in media. One of my favourite short talks from this one was on the unexpected theme of pricing strategy and came from Tom Whitwell, former Head of Digital at The Times. Tom knows a thing or two about pricing in digital, being behind the introduction of the paywall strategy in 2010. I'm not necessarily a fan of the way in which the paywall was so all encompassing, but his talk was fascinating not least because (as Tom points out) pricing is psychologically interesting, but also because it has direct and significant business impact (what seems like small changes can have a huge effect) and yet is rarely talked about. Tom talks about some of the psychology involved, the experiences of introducing the paywall, and how they later went about transitioning customers to enable them to double the price. The folk at AdaptiveLab will be doing more of these events and they're rather good. If you want to be notified about the next one you can sign up here.