A joint advertising drive to get more people to buy newspapers has been launched by seven major Scottish publishers.

The £200,000 'Scottish Press Works' readership campaign will see generic - rather than the common title-specific - adverts appear in 21 newspapers with the message 'You get MORE out of a PAPER'.

The adverts highlight the depth of coverage of news, business and sport provided by newspapers compared to other media, and will also appear on outdoor sites, the Glasgow Underground and on buses.

The decision to launch a joint campaign was made by the Scottish Daily Newspaper Society, which represents Aberdeen Journals Ltd, Associated Newspapers Ltd, News International Newspapers, Newsquest (Herald & Times) Ltd, The Scotsman Publications Ltd, Scottish Daily Record & Sunday Mail Ltd and D C Thomson & Co Ltd.

Steven Walker, president of the SDNS and managing director of The Scotsman Publications Ltd, said: "This is the first time that Scotland's publishers have come together for the purpose of a concerted marketing campaign to persuade people of the real benefits of newspapers.

"We believe that our collective approach co-ordinated by the SDNS can make a big impact with the same message being consistently delivered right across 21 titles over the next 12 weeks.

"Our aim is to win more readers by reinforcing the effectiveness and strengths of newspapers compared to competing media."