I am all for brining back safe standing* but do not see why it would lower prices and make football more affordable for all. A cheaper terracing area maybe. But if it is popular, then the price will soon go up.
Football ticket prices are all about simple economics (as are most things). It's supply and demand (and the elasticity of that demand).
A club sets ticket prices based on calculations of supply and demand. The supply is fairly straight forward (30-33k) and demand will vary due to several factors (see below) but can be estimated and clubs should have good data from previous matches/seasons etc.
Demand tends to be affected by (disposable) income, the price of that good, tastes and preferences (and the amount you desire tha good) and price of other goods/substitutes. Then you need to take into account price elasticity of demand, i.e. how responsive demand will be for a change in price. Luxury goods tend to be elastic (i.e. you increase price and then get a more than proportionate fall in demand) and necessities tend to be inelastic (you increase price and get a less than than proportionate fall in demand). Although there are other complicating factors and it is never that simple, football ticket prices are fairly inelastic. Hence clubs can charge higher prices and people will pay (within reason).
Taking Dunc's example. Wigan have set low prices because demand is low and they want to increase it. But people in Wigan prefer rugby (tastes and preferences) and rugby tickets are cheaper (a season tikcet is less than £200). Hence we see the JJB stadium (or whatever it is now called) not full, despite them being a Prem team. In Manchester football rules (no real substiutue for watching Man U if you are a fan) and you are red or blue. You get a ticket for Old Trafford and you will see high quality football, experience good facilities etc so it is desirable (tastes and preferences). Hence you have high levels of demand and as Dunc quite rightly says they could fill the stadium another 50% easily. Charlton have decreased prices, but they are crap and are in the third tier (not very desirable - tastes and preferences). I could go on.
In terms of United and the Wednesday match. The demand for these tickets are inelastic. People want to watch it and they will pay. United could decrease ticket prices, but they are likely to get a less than proportionate increase in demand. Hence it is not worth it. Let me illustrate with an example:
- if 20k United's turn up on Sun-di and pay an average of £25 then that is £500'000 in sales revenue.
- if they dropped the prices to say £12, then we might expect to see an extra 4 or 5k. You would attract students, people who are really skint, possibly mutuals etc. But you have to remember that most United afsn would be coming anyway, so you are not reaching out to many. So you get 25k at £12. That's 300'000. Not worth it.
* those of you in favour should sign the petition, join and then follow the instructions (write to the club, your MP etc) if you care about this ....
http://www.fsf.org.uk/campaigns/safestanding.php