A Scots weekly newspaper was a the centre of a bizarre social media storm after inflammatory remarks were posted on Facebook and Twitter on its official feeds attacking itself and the editor.
The Stornoway Gazette's normally sensible diet of headlines and story links turned into a foray of insults about the state of the newspaper.
One describes the paper as "pretty dire" and a "once proud broadsheet" before turning its attention on a staff member.
In 2013, when it was 96 years old, it was decided that it would relaunch as a compact.
One particularly diparaging and insulting post on Facebook suggests that the editor should leave. Another was critical of one of the journalists.
The posts were treated with incredulity on Twitter with observers believing the paper's social media outlets had been hacked and the paper was trending on Twitter in Edinburgh on Monday night.
Sorry, Daily Record, no-one cares about your front page and the Vow being delivered (again). Tonight is all about the Stornoway Gazette.
— Malcolm Combe (@MalcolmCombe) November 2, 2015
Earlier the newspaper's website announced that the card shop located beneath its offices was to close at the end of the year and gave assurances reporters could still be contact, but via "an information panel printed in this newspaper".
It said the shop in Francis Street "has been well patronised over the years", however, owing to commercial reasons, it has been decided that it will be closed at the end of December".
The announcement added: "It will be business as usual for the Stornoway Gazette, however, which will continue to be based at the heart of the community, reporting on news and events for the Western Isles."
Johnston Press, the Edinburgh-based newspaper group, became the owner of the paper in 2004 when they bought Score Press, which had been a division of Scottish Radio Holdings.
It was awarded 2013 Newspaper of the Year at the annual Highlands and Islands Media Awards.
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