ABSTRACT
The distinctiveness of Scotland within the United Kingdom is both reflected in and bolstered by the fact that there are specifically Scottish mass media (see MacInnes, 1992, 1993). This is especially the case with respect to the press. Three types of papers selling in Scotland can be differentiated — the ‘purely Scottish’ which are entirely produced in Scotland, Scottish editions of national (United Kingdom) papers and ‘English’ papers. The circulation figures for daily papers (Table 4.1) show that the tabloid end of the market is dominated by the ‘purely Scottish’ Daily Record which sells almost as many copies as all other tabloid titles combined. Although the Record is a stable-mate of the Daily Mirror, it is separately edited and produced in Glasgow and focuses very strongly on ‘internal’ Scottish affairs. The other tabloids are Scottish versions of national papers and they also, to a greater or lesser degree, provide coverage of matters of interest to a Scottish audience. Among the broadsheets, the four purely Scottish papers easily outsell the others. The Herald and the Scotsman, emanating from Glasgow and Edinburgh respectively, see themselves as Scottish national newspapers while the Press and Journal (Aberdeen) and the Courier (Dundee) are regional papers with large circulations in their respective areas. Although all four broadsheets carry United Kingdom and international news, they are distinctively Scottish, giving a high profile to Scottish news. Overall, the readership of ‘English’ daily newspapers in Scotland — whether tabloid or broadsheet — is very small. On Sundays the picture is similar. The Sunday Mail (from the same stable as the Record) and the indefatigable and eccentric Sunday Post have by far the largest circulations, with Scotland on Sunday (sister paper of the Scotsman and produced, as the title suggests, specifically for Scottish readers) and the Sunday Times (which includes a special Scottish supplement) leading among the quality press.
