its a difficult one for the club to be honest, and i am one in that boat who had lapsed as a full time attending fan. I wont pay full price as i know i wont make it to all the games again this year (approx 50 per game for the ones i know i can attend) because i already have things i am committed to, but at the same time if the price was right would probably take up a season ticket. However, the club needs to be mindful of existing season ticket holders and not upsetting the apple cart too much on that front as they have been paying good money for the 3-4 seasons i havent attended

Early bird renewal (not the dead early price) would be good, but would still work out around 40 per match for me but worth it if i get Saints, Wire, Leeds in the games i'm going to be able to go to

From a club perspective as apollo says, 1000 extra ST holders at the reduced price equates to approx 300k in the coffers before spend at the match / merchandise etc, so may well be worth the short term pain / noise that may get created if they did come up with some form of offer to get fans back

Sorry could you clarify this? What do you mean by swapping tickets?

If you couldn't make a game, you could swap your tickets to a different game later in the season. We used to do it regularly. Meant that we could bring friends/family to the game we could make. You can't do it now. No big deal, but it was a factor in us deciding top get season tix from a price per game point of view

So my understanding is that if you cant make it to a game (holiday,illness,cant be d etc) you could give the ticket to anyone later on to get in free but you could also use your ticket aswell,that doesnt make commercial sense as it isnt the clubs fault that you are missing a game but the club gets stung for £28 upwards.

Commercial risk that probably didn't work so is no longer available.

We now have memberships where people can pick and choose.

Your understanding is wrong. You couldn't let someone else use your ticket. It was cancelled for the game you couldn't make and you got extra tickets for a different game. It's no big deal. I just thought you could still do it. The person I spoke to at the ticket office said they stopped it last year. It must have been a real sphere ache to manage so it's understandable that they've stopped it. It just tips the value of getting a season ticket over the edge for us and it will be a membership net season