The Scotsman is to be given a marketing boost with a £500,000 TV advertising campaign. The commercials will have the slogan It’s thinking time” and adopt the theme that reading The Scotsman provides an oasis of calm amid the chaos of modern life.
The Barclay brothers-owned title’s average sale for the six months to July was 71,200, 8.1 per cent down on the same period last year. The adverts will be up to 90 seconds long and be shown five nights out of seven for nine weeks.
Scotsman editor Iain Martin said: “The Scotsman prides itself on understanding its readers and representing Scots’ views and opinion. In view of this we committed ourselves to extensive consumer research in order to truly understand current moods and motivations.
“This research revealed consumer lifestyles are increasingly hectic which inevitably means people have less time to read and absorb a daily paper. From this we developed the fundamental theme at the heart of our new campaign – we all need to give ourselves a break and take the time to be informed.”
The Scotsman advertising campaign follows recent investment by Scotsman Publications in marketing sister title Scotland on Sunday. Its latest ABC figures show year-on-year sales up 0.5 per cent to 83,679.