Agency: Citigate Smarts Author: Petra Cuthbert

The Scotsman - Tactically Applying the Art of Strategy

BACKGROUND

It's fair to say that the newspaper industry is going through tough times, particularly at the quality end of the market. Sales have been drifting downwards for many years. In fact overall sales of national quality newspapers have dropped over 7%1 in the last 5 years.

In 2003, our client, The Scotsman Publications, which publishes The Scotsman, knew the danger all too well. Despite consistent quality and product enhancements, sales of the paper were following the market trend and had been reducing year on year since 20012. (See Figure 1)