Latics announced a rise to season tickets on Saturday for the first time in seven years.
This prompted club director Barry Owen to issue a statement regarding the reasoning behind the move.
He explained: "This is the first rise that has occurred in the last seven years. We've kept it to an absolute minimum but in arriving at a suitable solution, you've got to look at what it's going to cost to run the football club whichever division we're in. Investment has to go into the new stand and the chairman is very conscious about that. Running the football club is paramount and that's where the season ticket money goes.
Owen, who is the fans representative on the board, heaped praise on the supporters and wants to lure a few more back to Boundary Park who left when the Broadway Stand was demolished.
"We're in for some exciting times. We're very thankful of our hardcore fans," said Owen. "We know it's them that has to pay this premium. I am aware that a number of people stopped visiting the club and attending games when the Lookers Stand was knocked down. I'd like to encourage them back because once we've got the seating plan in place, those people in the Broadway Stand will be given the opportunity to book their seats."
The club have introduced a new intermediate ticket, allowing students to gain access to the games for a reduced price. Owen spoke about the why this decision was made: "We're very conscious that we need to get the youth of our town on board for our football club," Owen explained. "That's becoming more and more evident with the noise that a lot of our fans make. We're very mindful that students are not always in town so there is the opportunity to purchase a student ticket."
Watch the full interview on Latics Player and YouTube.