Here's a story you don't often hear! First Great Western are reducting a number of off peak fares (Swindon/ Gloucester/ Worcester area) as from this weekend - I understand they're doing it to help encourage traffic off peak. The news is provided on their web site
http://www.firstgreatwestern.co.uk/NewsItem.aspx?id=491.
The standard day return from Melksham to Swindon is also being reduced - from 7.90 to 6.80; I understand that this reduction is to encourage additional traffic. There may be other changes too that I'm not aware of ...