This chapter begins by outlining the situation as regards Scottish newspapers and their readers. It then examines the nature of the relationship that exists between newspapers and their readers more closely and queries how a sense of shared community consciousness between newspaper and reader is created. It introduces the concept of the ‘ideal reader’, before going on to consider how newspapers seek to align themselves with their readerships, and the various strategies open to newspapers seeking to align themselves with a Scottish readership. How do these newspapers foster their Scottish identity and what effects might this have on the language they use? The chapter concludes by examining the role of the press as gatekeepers and assessing the impact of appropriacy constraints on the language that they use.

Readerships

Newspapers need readers – an obvious statement perhaps, but nevertheless crucially important. They rely on developing a core loyal readership who will continue to buy the same newspaper day after day, year after year. Newspaper readers, not editors, have the ultimate power of veto. If they do not like what the newspaper contains, or its political or ideological viewpoints, or even the language it uses, they can choose not to buy it. Ultimately newspapers are driven by commercial forces; they have to sell to survive. So keeping their readers happy and, indeed, just keeping them as readers, is essential.