MEDIA PACK 2023
THE WORLD'S BEST-SELLING MAGAZINE ABOUT SCOTLAND
FROM THE EDITORS
Scotland magazine is the go-to guide to Scottish ancestry, history, heritage and travel. We help our readers plan their next Scottish holiday and inspire them with page-turning stories that celebrate Scotland’s rich and varied history and culture, from its clans to its unique traditions.
Sally Coffey
Editor
WHO OUR READERS ARE
With over 140,000 readers every issue, Scotland is far and away the world’s best-selling magazine about Scotland. Our readers are an affluent and discerning mix of national and international travellers with strong links to the country – most have Scottish ancestry themselves. Our readers live worldwide, with a large proportion in North America, and 75% pay to receive every issue on subscription.
The remainder of our readers buy Scotland on the newsstand. More than half our overseas readers travel to Scotland every year, stay in hotels, visit the major cities and tour the Highlands and islands. They regularly purchase Scottish products, such as whisky, tweed, cashmere, shortbread and salmon, and they are dreaming of their next visit even before they leave.
“I love your magazine and read and reread each issue!” Carol Suarez, Los Angeles, California
“What a magnificent magazine this is. I have read from cover to cover and can’t wait until the next issue.” Gwen Gullick, by email
“I treated myself to Scotland and have been not only totally absorbed but thrilled with it.” Alex Macpherson, South Lanarkshire
- The world’s best-selling magazine about Scotland
- Circulation of over 40,000 copies per issue
- 75% of readers are paid subscribers
- Subscriber volumes have doubled in two years
CIRCULATION – 40,000+ COPIES
STATS AT A GLANCE
- 6 issues per year
- Cover price £4.95 or USD $7.99
- Readership per issue 145,000
- Readers per year 870,000
AUDIENCE
- Age - 45% 45-64, 47% 65+
- Affluent ABC1 readership
- Travel - 57% plan to visit Scotland in the next 12 months
- Spend 40% spend up to £500 per annum on Scottish goods, 13% spend over £500
- 52% buy Scottish goods online at least four times a year
- Time - 53% spend more than 2 hours reading each issue
DIGITAL
- Page views 14k
- Users 6k
- Instagram: 12k
- Facebook: 15k
- Partner promotions: 8k
DISTRIBUTION
- Over 30,000 paid subscribers worldwide
- On sale in all good WHSmith Travel and high street stores in the UK and Barnes & Noble stores across North America
- Available in Scotland’s finest hotels, guest houses and golf clubs and at specialist international events and Highland games
- Scotland is available via Readly and other digital media platforms
