The Scottish Newspaper Society (SNS) has issued a call to the public to buy their local papers during Local Newspaper Week, which launches today (Monday).
As the UK’s media landscape continues to evolve, with online readership growing, SNS is urging Scotland’s residents to go out and buy a copy of their local paper or visit their local news brand’s website to celebrate the important role news brands play in modern life.
Across the UK, local news brands reach 37.5 million people*. In Scotland, local newspaper readership stands at 2,146,649 across the country according to figures from the Joint Industry Committee for Regional Media Research.
Local newspapers also provide excellent return on investment for businesses, with 67% of local readers across the UK reporting they found advertising helpful in making decisions*. Research by Research and Analysis of Media (RAM) shows that advertising in Scottish press attracts an average ad recall of 55%.
SNS director John McLellan said: “Local newspapers are a vital part of everyday life and we need people to ensure we protect this vital mainstay of local accountability. Subscribe to the print editions or bookmark the local paper website and support your local paper in whatever way you can to ensure their future.
“There is nothing quite like a local newspaper to bind communities: they recognise achievement, mark important dates, provide a platform for debate, call local politicians, councils and businesses to account and keep us up to date with key events. And of course they are a permanent record of daily life in our era.
“Local newspapers are also a highly effective tool for businesses to connect with their customers: statistics show readers are twice more likely to act on adverts in local papers than from television.”
Local Newspaper Week is an annual celebration of the unique role local papers play in society, with hundreds of local papers participating each year by running themed content, features, special initiatives, and artwork.
This year, the Week’s Making a Difference campaign will showcase the best campaigning work of local papers across the UK, including many Scottish entries. Readers can vote for their favourite campaign at www.localnewspaperweek.co.uk/Making-a-Difference. The winner will be announced at the Regional Press Awards in London on 15 May.