News story about a new marketing campaign for Scottish newspapers that paints the radio medium as lacking intellectually stimulating content, written by Grant Goddard in October 2005 for The Radio Magazine.

1. NEWS: MARKETING CAMPAIGN
FOR SCOTTISH NEWSPAPERS
PAINTS RADIO AS LACKING
INTELLECTUAL CONTENT
by
GRANT GODDARD
www.grantgoddard.co.uk
October 2005

2. News: Marketing Campaign For Scottish Newspapers Paints Radio As Lacking Intellectual Content Page 2
©2005 Grant Goddard
A new advertising campaign launched by Scotland’s daily newspapers
criticises radio as lacking intellectual content. Publishers of seven competing
newspapers have joined forces for a £200,000 campaign using outdoor sites to
encourage people to buy a newspaper every day.
Jim Raeburn, director of the Scottish Daily Newspaper Society, explained:
"What we are doing in the ads is showing a radio opposite a newspaper,
saying one fills your ears, and the other fills what's between your ears, so
there's that touch of humour effectively making the point." He added: ”The
campaign is trying to promote the concept that newspapers provide a depth of
coverage and offer a lot more than competing media."
The campaign is the result of a massive research project that examined the
reading habits of 2,500 people and concluded that there were six types of
reader, ranging from 'venerable' (those least likely to buy a paper regularly) to
'loyal'.
[First published in 'The Radio Magazine' as 'Scottish Papers Slate Radio', #708, 2 November 2005]
Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk