New model army

By The Drum, Administrator

October 21, 2004 | 7 min read

Kenneth Fowler, Planning Partner and Victoria Milne, Strategic Planner, 1576bc

“In our opinion the Scottish media market place is already overcrowded. The market could benefit from a smaller number of players but a higher level of quality.

“We need media that is entertaining, informative, clever, supportive of the Scottish economy and that is taken seriously on a local, national and even global stage. Key industries, such as tourism, whisky and so on, would benefit from dedicated, impartial and objective media support, although this is to an extent happening already, particularly in new media channels.”

Karin McDonald,

Account Manager, Family

“‘Nomad’ – a lifestyle and cable programme for people who move around a lot – for work, for pleasure, whatever. Primary outlets are in-flight and transport areas and hotel cable. Ad-supported from banks and hotel chains that cater to international business people with accounts in different countries. Content about travel, services, best cities to work in, profiles of folk. Definitely for the dinky or single set.”

Mark Fowelstone,

Managing Director, Multiply

“‘I just couldn’t believe it .The earthenware ashtray took a bull’s-eye of mi napper splitting my forehead and sending me reeling backwards. I clambered over the bar into the safety of the barmaids I’d been ogling earlier as a flock of punches followed the ashtray – I sunk to the deck. Thankfully the maddening crowd turned their attentions to a table of ya students and the pretty one sided conflict ended with one floppy fringer netting the jackpot with his head and shoulders deep in a puggey.’

“Paul Gascoigne had absolutely no idea the trouble he caused when he lobbed Hendry so beautifully and nailed the goal of the tournament.

“When me and my mate left my flat that morning, a case of Boddingtons shy and the spirit lifting national anthem of the Barnsey rap still wringing in our ears, we had no idea of the bollox to follow.

“This isn’t just my story it’s pretty much every English lad that has fancied watching the 3 lions down the battle cruiser in our Scottish home.

“Trying to find a safe house is tough.

“So I call for a website and a cause that lets me watch the game ave a laugh sing a song and not have to continually fend off the staple diet of ‘its no you its yer media’.

“Wouldn’t it be great to have a website that lets us English fans living in Scotland find all the English friendly pub terraces. Included I’d want details on how easy it is to watch the TV, beers available, halftime snack analysis and most importantly of all a safety rating for all us apparent away fans.”

Andy Jones

“If we were talking about Scotland, there is one captive audience that is seriously under-developed – the motor commuter. This is a high-value audience yet there are relatively limited opportunities to target it with specific tailored messages.

“Although there is a wealth of general opportunities within major conurbations, the arterial routes are fairly barren, due to a variety of ownership and regulatory issues. If you travel abroad, especially in the USA, the motorways are packed with roadside holdings.

“There is little evidence that these sites cause a major distraction so, with a little regulatory control, any police concerns can be allayed. This would allow the sites to be positioned near the side of the road – unlike the ultra vision at Harthill. Generally, traffic is at a standstill during rush hours at the fringes of Glasgow and Edinburgh anyway.

“Environmentally, there would be little impact, as the views along the M8 are hardly panoramic and already incorporate various weird sculptures. Bearing in mind the paucity of outdoor opportunities in Edinburgh and outlying areas, the development of quality holdings along the major arterial routes throughout Scotland would be both welcome and lucrative to advertisers and contractors alike.”

Stuart Bell, Commercial Director,

Feather Brooksbank

“Is a ‘gap in the market’ a guarantee of success? – No.

“Is a ‘gap in the market’ a prerequisite of success? – No.

“To be successful you have to identify the market you want to reach, single-mindedly focus on that market and then do it better than anyone else.

“There are very few gaps left as, more often than not, publishers invent a gap/opportunity that the consumer doesn’t want or else the gap is not commercially viable.

“There are exceptions – who would have thought an opportunity existed for a newspaper to be given away free to a young, upmarket, urban audience and be successful – The Metro proved most pundits wrong.

“Is there a gap in the market for Scottish media owners?

“Most commentators would probably say it is in the magazine market that an opportunity exists. The facts don’t back this up for women’s magazines, as the circulations of titles such as Red, Glamour and Cosmopolitan are as strong in Scotland as anywhere else in the UK.

“The men’s market, however, is different, as the penetration of titles such as GQ and Esquire is 30 per cent lower in Scotland than the rest of the UK – maybe there is a gap, but perhaps Scottish lads just aren’t interested. Either way, it’s unlikely to be commercially viable.

“I believe the best opportunity for a media owner in Scotland is in newspapers. Every day 330,000 Scots buy a Scottish quality daily but every Sunday only 143,000 buy a Scottish quality paper. The Sunday Times obviously offers a comprehensive package with strong Scottish editorial content but one of the Scottish titles should sell more, and I believe Scotland on Sunday is best placed to do so.”

Claire Wood, Business Development Manager,


“To misquote my elders and betters, good advertising is all about sneaking under the consumer’s radar. So how about something that you look at before buying your morning coffee, then your lunch, in the petrol station, in the supermarket and re-inspect again in the cinema or pub later that night? Most of us carry our credit or debit cards everywhere and use them several times a day. Why not sell the space on the back?

“Using the card at an ATM might trigger an ad that runs on screen, tied in to the time of day: McDonalds advertises its breakfasts before 10:30, happy meals at lunchtime and so forth.

“Given that your bank knows a fair bit about every cardholder, the possibilities are endless. IKEA sponsors mortgage holders’ cards. Kwik Fit sponsors car owners’ cards. For everything else, there’s Mastercard. 1984 meets the 21st century.”

Paul Davies, Creative Director,

Family Direct

“‘The Misanthropist’ – staying in is the new going out. Broadband, cable and a myriad of home delivery mechanisms now mean that all of us who just can’t be bothered with the high street can stay at home AND stay in touch. Available only by mail order, ‘The Misanthropist’ will keep your finger on the pulse while you sit and watch old black and white movies in your pants. Filled with ads from the likes of Diesel to Pampers, its esotery can be complemented with carping articles about the state of TV home improvement and jogging in your bathroom. This could sound the death knell for Sunday supplements. They’re the only bit of the paper anyone reads these days.”


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