I think the trick is to get more bums on seats. Hiking the prices, especially in this economic climate, is not going to do this. Get people into the stadium on a regular basis (cheaper ST's, half ST's, blocks of tickets etc), will increase revenue and sales of matchday merchandise. Also away from PLC structure, the club can launch other money raising events, such as a 'Golden Goal/Matchday Lottery, which over the course of a season could raise a decent amount of cash.