The Scotsman Turns Tabloid On Saturdays
The Scotsman has become the latest UK broadsheet to enter the increasingly competitive tabloid market with the launch of a compact version of its Saturday paper.
The move follows decisions by the Independent and the Times to produce tabloid editions, which have helped to boost circulation by 4.7% and 3.8% and respectively in the latest ABC results for January (see ABC National Newspaper Round-Up – January 2004).
The compact Scotsman will include exactly the same content as the broadsheet paper with full coverage of Scottish, UK and international news, a full-colour sports section, a weekend section and a colour magazine.
The title cites readership feedback as the main catalyst for the move and editor, Iain Martin, explained: “Our research has carefully monitored the views of our readership and now I want to continue with this dialogue. The readers will be part of this latest development in the long history of Scotland’s national quality newspaper.”
Martin is adamant that the Scotsman can compete with the other tabloid start-ups, without dropping its broadsheet heritage or reputation. He said:”The new Saturday compact edition will contain all the authority and substance of the broadsheet while being more convenient.”
The latest ABC results show the broadsheet edition of the Scotsman recorded a 5.9% increase in circulation during January. However, the newspaper has seen circulation dip by 7.6% in year on year analysis and will undoubtedly be hoping its tabloid version can revive flagging sales.
Last year the newspaper launched its largest ever television advertising campaign in a bid to bring a new, more powerful image to the brand. The move followed a successful campaign to boost circulation at Scotland on Sunday (see Scotsman Re-Positions With Largest Ever TV Ad Campaign).
The Scotsman: 0131 620 8620 www.scotsman.com
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