A news industry chief has dismissed claims that some parts of the country have become “news deserts” as a “myth” following the release of new research on local news readership.

John McLellan has praised the “effective service” provided by Scotland’s regional press after data showed almost all Scottish adults read a local title at least once a month.

Analysis by the Scottish Newspaper Society of the latest JICREG Joint industry Currency for Regional Media Research figures shows local media in Scotland now has a monthly total brand reach of 4.5 million, 96pc of the population aged over 15, compared to a Great Britain average of 73pc.

The data is calculated from a combination of information from Comscore, the Publishers Audience Measurement Company and audited circulation figures.

Further research by Newsworks/OnePoll has revealed that 81pc of British people trust news and information published in their local newspapers and their websites, up 7pc from the last study in 2018.

John, who is diretor of the Society, said the research “shows just how effective Scotland’s local papers are at supplying trusted information to their communities”.

John, pictured, added: “The research demonstrates that any marketing and communications strategy seeking to reach Scottish audiences must have local brands in their mix to be properly effective.

“This is particularly important when it comes to public information, because this is clear evidence that local brands are highly effective in connecting with audiences which can be hard to reach.

“The JICREG figures should scotch the myth that there are so-called ‘news deserts’ in Scotland which are not covered by the local press, and they show that despite enormous cost pressures over the years that an effective service has been maintained.”

Richard Walker, launch editor of pro-Scottish independence daily The National and also edited Glasgow’s Sunday Herald, issued a warning in December about the “danger of news deserts” opening up without further government intervention.