Much of his time is spent figuring out a daily price that will keep customers coming back.
On 3 December 2012 the paper increased its daily price 50%.
But by late last week, daily prices for gas had dropped to about $4 to some Southern California destinations.
It also calculates the daily prices of many funds, serving as a leading record keeper for the industry.
One could settle the shares any day based on the daily price in London, so there is liquidity.
There was the same problem with daily prices of medicines, which in reality weren't much help for relieving the symptoms.
In addition, the newspaper said it would test a $1 daily price in one or two of its 10 metropolitan editions.
The single monthly price is the average of the daily prices in that month.
Other critics point to the daily price of admission - adults will be charged $37, children $30 - as a problem.
In 2008, the newspaper's daily price increased 43 percent, from 35 cents to 50 cents.
