In response to the article titled Loaves and Fishes, a reader wrote questioning the numbers used for 2006.  He cited ads Porter ran back in 2006.  Rather than once again relying solely on the data set downloaded at the time, I examined Porter ads for October and November 2006 on microfilm at the Toronto Reference Library.

The first Porter ad appeared on October 21, 2006 in the Globe and Mail.  It advertised Porter's service to Ottawa but gave no price.  Porter ads for service to Ottawa appeared that week and the next, again with no price.  On November 1, 2006, the first Porter ad for Montreal appeared, again without a fare quoted.

On November 18, an Air Canada ad appeared and gave a price of $107, taxes and fees not included, to Ottawa.  On November 23, Porter responded with an ad that quoted a $69 fare, taxes and fees not included.  It appears that Air Canada forced Porter’s hand, as it is the first Porter ad to mention a price.

The reader quite rightly pointed out that the article compared apples and oranges, a 2006 regular Porter fare to Ottawa with a 2008 discount fare.  So here we go again, this time apples with apples.  Below is a comparison of the most expensive fares for the two time frames.

In October 27, 2006, the most expensive seat Toronto – Ottawa cost $319 before fees and taxes.  For October 27, 2008, the most expensive seat Toronto – Ottawa cost $199 before fees and taxes.  The same flight now costs $120 or about 38% less than it did two years ago and oil is still twice the price, even with this week’s drop.

Put another way, the airline is selling the same product for a third less while its main variable cost has doubled.  Maybe not so many loaves and fishes but a miracle nonetheless.

Bob Kotyk