April 19, 2011 --
The popular ticket seller Ticketmaster says it will allow artists and sports teams to raise or lower ticket prices based on demand during initial ticket sales. That's expected to drive up prices for front-row tickets while lowering prices on less desirable seats that might otherwise go unsold.
Ticketmaster says the change will also reduce the ability of scalpers to buy up the best seats for concerts and sporting events and then resell them at a higher price.
Currently, Ticketmaster is testing its so-called dynamic pricing system with several professional sports teams.