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Matchday ticket prices for Season 2010/2011 were released this morning, and Town Chief Executive Nick Watkins outlined the rationale behind the announcement to the media shortly afterwards.

He said: "As far as match day ticket pricing we made a bit of an error this season, in that we charged £22 for a match day ticket on Saturday's.

"£22 is a bit of a clumsy number, because people have to put a £20 note over the desk and then an extra two pounds, which might have been a deterrent to a lot of people.

"So we've gone a bit more simplistic for next season, and we've also re-introduced the advanced booking system whereby fans can save a few pounds by coming to the ticket office a few days before the game.

"Hopefully those extra couple of pounds in the pocket will their way across the bar to buy a pint, a programme or a pie."

And Watkins is hopeful that the release of matchday prices before the Season Ticket tariffs are increased on March 15th will illustrate to fans the value of making a long term commitment to the club.

"When you compare the match day prices to the Season Ticket pricing, you can see that the latter will be a significant saving," he said.

"This is the chance for fans to compare the Season Ticket prices to the match day prices, and I believe we have given them adequate warning, and plenty of time to digest the information.

"So hopefully that will act as a spur for people to notice there will be better value in buying a Season Ticket than going through the rigmarole of queuing up for a matchday ticket."