A common expression to use in Scottish media circles is "to put a kilt on the story". Meaning to give an international story a Scottish angle, thus making it more interesting to the local readership. A technique used in most countries, probably.
I wonder if this expression and the kilted promotional gimmick are related in any way.
@fitheach That was always common in local radio - there are Ofcom minimum limits on the amount of local news you have to broadcast if you're a local radio station.
If there was nothing happening, it was commonplace to take a national fluff story, like a survey, and add the name of the place. "74% of people in Newcastle say their partner snores too much. That's according to a survey by Dreams Beds".
Ofcom put a stop to it by tightening the definition of what counts as "local news" recently.
Difficult to draw a demarcation line, I should think. Brexit might be a national story, for example, but it can always have local implications. Isn't is more of a probelm if a "news" story is actually a promotional campaign?
@fitheach I do notice it around the world, but particularly with scotland for some reason.