Smart and politicised, with energetic, strong and well thought out opinions
They are digitally savvy
The referendum has made people hyper-aware of news sources pushing their own agenda
They don’t want to be told what to think but seek a variety of views to help them form their own view
They want a title to represent every viewpoint, not push them towards accepting its point of view
As a leading provider of indigenous Scottish content, we have optimised our content plan to meet with audience demand and to reflect the vibrancy of the country. All presented on a fresh mobile-first, multimedia, fully responsive platform.
New tone, geo and topic linked with in-depth analysis, quick digests and soundbites
80% of our audience want us to include local as well as national coverage included to bridge the Scottish news needs gap
Short and long reads, guides and lists
Over two thirds of our audiences told us they want Lifestyle content We’ll increase article count by x10 to 30 per day
More real-time content as well as authority and opinion
A favourite topic for around a fifth of our audience, our comprehensive sports coverage will become more dynamic and interactive
Refreshed, evergreen content with contributions from authoritative partners
A daily article upload plus three major picture based uploads per week
A focused content plan aligned with commercial
Doubling our daily article count from 20+ contributors
New iPhone, Android and tablet app that surfaces mobile-relevant content. Alerts and notifications in app that present the pulse of the latest news
Considering separate applications for key cities and for top channels.
A beautifully crafted new print offer, designed to complement our digital platforms and reflecting the modern, aspirational and dynamic elements of emerging Scotland. New sections include a Business special every Thursday with greater focus on Scottish SME’s, start-ups. tech, law, international trade, blue chip Scotland and big data.
