A CLUB that continues to make substantial monthly losses and required, it emerged last week, a further loan of £1.5 million for working capital purposes, isn't going to be cutting its ticket prices any time soon.

The SPFL Premiership play-off matches this month should, though, hopefully have driven home to Rangers, and every other club in Scotland for that matter, the merits of reducing the cost of entry to games.

Both the second leg of the quarter-final against Queen of the South and the first leg of the semi-final with Hibs at Ibrox were fabulous occasions and the atmospheres generated raucous.

The famous old Govan ground was, as a direct result of briefs for every section of the stadium being made available for just £5, packed out for both.

No fewer than 48,035, the host club's highest attendance of the 2014/15 campaign by some distance, watched Rangers hold out for a 1-1 draw with Queens, win 3-2 on aggregate and progress to the next round.

Then 41,236, a reduced attendance due to it being a midweek tie and fans only having a few days to purchase tickets, turned up to witness a 2-0 victory over Hibs.

They were, of course, not ordinary league games. They were unique occasions which may well never be repeated. For an institution of the size of Rangers to be vying for promotion in such a manner is unprecedented in this country. Nevertheless, they still highlighted the massive benefits of making games more affordable.

At the moment, the leading source of income at Scotland's top clubs is, unlike in Europe's five main leagues in England, France, Germany, Italy and Spain, where the television revenue banked and sponsorship money accrued are far greater, from ticket sales. As a consequence, going to see football in this country is more expensive than many other, but not all, nations.

Crowds in the top flight have plummeted in the last three years. In the 2011/12 campaign the average turnout was 13,861. This season it has been just 8,865. Of course, the absence of Hearts, Hibs and Rangers, three of our five biggest clubs, is a huge factor in that decline.

Yet, the fact our stadiums are barely half-full on most match days is concerning and shouldn't be ignored. It is more difficult to persuade potential advertisers and commercial partners to get involved as a result. What company wants its name to be associated with a product hardly anybody goes to see?

Cutting ticket prices is a complicated business and risks upsetting those who have bought season books. But some clubs are trying. Inverness Caledonian Thistle, for example, allowed their fans to "pay what you can" at a Premiership game against St. Johnstone back in January. More initiatives like it are desperately needed going forward.

"Our research over the last few years shows that fans think matches are overpriced," said Andrew Jenkin of Supporters Direct Scotland. "Unless clubs start developing other income streams, they are going to start pricing their customers out of games.

"Short-term cash flow is king here. Far more strategic long-term thinking is needed. Innovative solutions have to be found to problems. Clubs need to address how to keep people engaged. Sport is a business. But football here is still being run by football people, not marketing or commercial professionals, to a large degree.

"More flexible pricing structures are definitely needed. At the moment, we really just have adult, child and concession tickets. Clubs have to encourage new groups, schools, students, under-16s, to come. Young people in particular must be encouraged to attend football matches."

Fortunately, we don't have the same issues in Scotland as they do in England where the prohibitive cost of tickets (£126 for Arsenal v Burnley on a Monday night in December anyone?) in the Premier League has long since driven the working man away and created a bizarre sterile ambience at many games.

But a failure to be proactive and address the challenges we do face now could see a generation of supporters being lost to our national game and result in more clubs encountering severe financial hardship in the future.

AND ANOTHER THING . . .

THE first leg of the SPFL Premiership play-off semi-final between Rangers and Hibs at Ibrox last Wednesday night was almost certainly the last game Calum Murray will referee.

Murray will turn 48 this summer and has decided, after no fewer than 15 years as a Category One match official, to retire.

The refereeing appointments for this week's fixtures will only be released by the SFA tomorrow. But, having taken charge of such a major tie last week, he doesn't expect to be involved.

If that is the case, the former FIFA man bowed out on a high. He handled a demanding match, played in front of a crowd of over 40,000 and a live television audience, with authority and common sense.

Murray has incurred the wrath of a fair few players, managers and supporters at our leading clubs since 2000. El Hadji Diouf described him as "the worst ref I've ever had" after getting red carded at the end of the infamous Old Firm game at Celtic Park in 2011.

That, however, is the lot of his brethren. In reality, he was our most adept official. Scottish football will miss him.