Page 467 - The Case Lab Book

Evening News, the free Edinburgh Herald & Post and the

scotsman.com website.

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.