The Scotsman is launching a new female-focused supplement, in a bid to counter its faltering circulation. The move will see it axe Rise, its existing female supplement, just 12 months after it was launched.
Henry Faure Walker, general manager of The Scotsman Publications, says it decided to ditch Rise because it felt it needed to expand its female-led content and “give it a bigger, more prominent platform.”
SW, which will be launched tomorrow (April 17), will target advertisers across the beauty, fashion and retail industries.
The launch comes as the paper ramps up promotion of its full range of products including its online offering. The campaign claims the Scotsman’s combined audience is over 4m for the first time. But the latest Audit Bureau of Circulations (ABC) figures, however, reveal the paper suffered a year-on-year decline of over 10%, from 65,112 to 58,581.