Scottish news groups join up for promotion

By Hamish Mackay

Seven of Scotland’s newspaper groups are collaborating on a £200,000
marketing campaign to promote the value of reading newspapers.

The campaign, which is being overseen by the Scottish Daily
Newspaper Society (SDNS), will run to the end of the year with the
strapline: “You get more out of a paper.”

The message is being
carried in a total of 21 newspaper titles, as well as outdoor hoardings
and on buses. The advertisements highlight the depth of coverage of
news, business and sport provided by newspapers compared with other
media.

The SDNS represents Aberdeen Journals, Associated
Newspapers, News International Newspapers, Newsquest (Herald &
Times), Scotsman Publications, Scottish Daily Record and Sunday Mail,
and DC Thomson.

Scotland’s readers have a voracious appetite for
news. Its population of more than five million currently buys 1.78m
daily newspapers each day, and 1.75m Sunday newspapers. In addition,
almost a million weekly newspapers are sold each week.

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