Brand Tone

Investigative & Expository, Critical & Confrontational, Sensationalist (at times), Direct & Unfiltered, Populist

Brand Values

• •Anti-Corruption & Anti-Cronyism
• •Justice & Accountability
• •Transparency (for others)
• •Fearlessness/Boldness
• •Giving a Voice to the Underrepresented

Best Practices

• •Embrace Fearless Language: Use direct, strong, and sometimes confrontational wording. Avoid euphemisms when discussing crime and corruption.
• •Focus on Exposure and Revelation: Frame content around uncovering hidden truths, scandals, and injustices. Words like "expose," "reveal," "uncover," "investigate" are key.
• •Maintain a Populist Stance: Position the magazine as being on the side of the ordinary person, against powerful or corrupt entities. Highlight its role as a watchdog for the public.
• •Be Unapologetically Direct: Don't shy away from naming names (within legal bounds) or making strong accusations when backed by investigation. The tone should be confident and assertive.
• •Prioritize Impact and Urgency: Write headlines and copy that grab attention and create a sense of importance and immediacy around the issues being reported. Reflect the gritty reality of the subject matter.

Social Perception

Controversial, Muckraking, Risky & Dangerous, Alternative Press Leader, Locally Focused, Engaging (for its niche)

Copy Examples

• •Headline: THEY DON'T WANT YOU TO KNOW. WE'LL SHOW YOU ANYWAY. Body: Another backroom deal? Another criminal walking free? While other papers look away, The Digger gets its hands dirty. We expose the truth that Glasgow's powerful try to bury. Get the full story, uncensored. The Digger: Scotland's Real Crime Watchdog.
• •Headline: POWER. CORRUPTION. LIES. IT STOPS HERE. Body: Tired of the silence? Sick of the excuses? The Digger drags the uncomfortable truths of Scottish crime and corruption into the harsh light of day. No fear. No favours. Just the facts they hoped you'd never find. Read The Digger. Know What's Really Happening.
• •Headline: GLASGOW'S UNDERBELLY LAID BARE. Body: From the council chambers to the back alleys, The Digger uncovers the stories that make the powerful sweat. We're not here to make friends; we're here to expose the rot. If it's happening in the shadows, it's in The Digger.
• •Headline: THE VOICE OF THE STREETS, NOT THE SUITS. Body: Mainstream media ignoring another victim? Justice system failing again? The Digger reports what others won't – giving a voice to those the system forgets. We stand for the people, against the powerful. Your City. Your Stories. Your Digger.
• •Headline: CRIME DOESN'T SLEEP. NEITHER DO WE. Body: Week after week, The Digger delivers the hard-hitting investigations and court reports that matter to Scotland. We're on the front line, exposing the gangs, the dealers, and the corrupt officials. Stay informed. Stay angry. Read The Digger.