MEDIA: MEDIA CHOICE; Scotland on sunday

Douglas McArthur, Managing director, Radio Advertising Bureau

Douglas McArthur, Managing director, Radio Advertising Bureau



Lifestyles dictate the use of available media and my media usage is

driven by my two-centre lifestyle - home and second office in Glasgow,

London for most of the week.



London days tend to be jam-packed to create the possibility of a weekday

in RAB Glasgow, so my media usage in London is limited to radio updates,

about four hours a week with Tube cards, and a glance through someone

else’s paper.



My media choice comes from my life as a weekend Scot. Scotland on Sunday

is a broadsheet Sunday quality which aims to produce national standard

quality Sunday paper just for Scotland, and SoS does a wonderful job of

competing with the London Sundays. For me, SoS has become an essential

complementary read.



Since 1988, it has become a solid part of the mix, outselling the

Telegraph, Observer and Independent put together, and giving the Sunday

Times a close race.



I read SoS as a quality paper handling UK issues from a Scottish angle,

so it is a superb catch-up f the week missed in London.



SoS only has three sections - so you can actually get close to reading

its 50 or so pages.



Not surprisingly, the international news coverage is bettered by

higher-resourced national Sundays, but in sport and the two sections SoS

scores for me. (I’ll avoid the self-evident paragraph about sport!)



Section 2, Business and Media, is my complement to the national quality

press, bringing a Scottish perspective to UK trends. The Media section

keeps me up with the detail of what is happening to the energetic

Scottish-based ad industry. Scotland is a big village and you read about

people you know - SoS has even done a page on the RAB.



Having a strong enough interest in the arts to be a member of the

Scottish Arts Council, the single most important reason for choosing SoS

is the Spectrum magazine section. Great arts coverage, reviews and

what’s on - all laced with Sunday Magazine articles with the spin of

being written for a small, well-educated country.



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