[Gypsum_Fantastic]

Andy, I accept that newspaper buying has historical factors in Scotland both in terms of frequency and choice. And I accept that one might not purchase the Daily Record for its consistent political viewpoint - I'm sure the Daily Record, for example, was opposed to PFI under the Tories but have been broadly supportive of it under Labour.

Yet everyone is politically aware, or has a political compass, even if they're not politically active and are unaware of it. Someone may instinctively support the monarchy or non-interventionist economic policy even if they were i) unaware of that's what you would call it, ii) unable to articulate what they believe or iii) never really considered it. In this case, they may simply be turned off by the editorial line of a newspaper even if they are unable to articulate it as such or would frame it in those terms.

And, if the Internet was an issue then, as I've said, it would impact only on those newspapers who offer daily online content - not all of them do. It would also be reflected nationally, in the UK, but it is not - at least not for some newspapers.

It's said that the Daily Mail reflects the English psyche. Certainly, once you go south of Birmingham you find the Mail is a popular newspaper and its editorial line resonates with the political views of the majority. Does the Daily Record, the best selling newspaper in Scotland, reflect the Scottish psyche in the same way? Is there a 'Daily Record belt' somewhere in Scotland that I've never come across where the views of Joan Burnie and Bob Shields carry weight?