Magazine article Marketing

Scot Failure Blamed on Poor Ads and Editorial

Magazine article Marketing

Scot Failure Blamed on Poor Ads and Editorial

Article excerpt

Scot failure blamed on poor ads and editorial

The Sunday Scot, the first tabloid newspaper to be launched in Scotland for 50 years, closed last week after just four months on the streets. Losses are estimated at 3m [pounds], including redundancy payments for 61 staff.

The paper, owned by millionaire businessman and Glasgow Rangers football club owner David Murray, simply failed to attract readers in its short lifetime.

Some circulation estimates when the newspaper closed last week were as low as 48,000. Others suggested it was closer to 70,000 -- in any event they were irretrieveably below the Sunday Scot's launch guarantee of 250,000.

With sales that low the Scot stood no chance against the tabloid competitors it was launched to challenge -- Robert Maxwell's Sunday Mail and DC Thompson's Sunday Post, which both have circulations in excess of 800,000.

The Scot's managing director and latterly editor-in-chief Jack Irvine is characteristically blunt about the failure. "I got it wrong," he says. "The product was wrong in the early issues and the advertising campaign played a major part."

On top of that, the Sunday Scot decided to launch in the middle of the worst recession that the advertising industry has seen. …

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