Take ST's out of the equation & imagine everyone paid the £28 for the Sheff Wed game & there was 13,000 on (which I think is realistic) then the club would take £364,000 at the gate
If they charged £20 then there'd have to be 18,201 in attendance before the club took more than that figure
And we all know that charging £8 less would not bring another 5,001 people through the turnstiles
The club has set that ticket price based on its experience of how many ST holders we're likely to have, how many away fans will come & how much they can charge & still guarantee a minimum number of Latics supporters attend
All that whilst also bearing in mind they need more money this season to be competitive in a higher division