Page 4 - Newspaper of the Future Case Study
P. 4
The Scotsman Acquisition
In 2000 The Scotsman, under the Barclays, undertook a relaunch strategy by
introducing a knocked-down cover price of 20 pence and a clutch of freebies
with the result that its circulation topped 100,000 but thereafter steadily fell. It
had become clear that large numbers of people were no longer buying the paper,
opting to read it online. As circulation steadily dropped a further tactic was
introduced at The Scotsman in 2004 in the form of a new compact/tabloid
format. Unfortunately, print media journalism was dying and circulation
continued both at The Scotsman and industry wide to fall. Moreover, just before
the JPR acquisition, price had risen to 55 pence.
The Scotsman Circulation
