I can't really get my head around why Doug is doing this to be honest the more that I think about it. Lots of potential holes in the plan.
Is it to be able to get more money by re-selling tickets now that the new Sky+ deal is in place and kids are potentially going to miss more games? If so, why only the family stand and not stadium wide?
Is it just an aesthetics issue, so that the ground looks full? If so, start with moving the camera onto the main stand so that the empty corporate seats aren't visible before looking elsewhere.
It almost seems that the big reason for a lot of the empty seats, the evening kick offs, is being largely ignored and heads are being buried in the sand. Sure, there will be people who exploited the prices this season and bought tickets and have just gone and sat elsewhere, but surely the evening kick offs are the big issue here, which are likely to just get worse anyway.
One way to stop the people who are exploiting the cost part is just to have an adult and child together at the same price as a standard adult season ticket elsewhere in the stadium so that there is no benefit to anyone without a child buying in the family zone.