August used to mean something very specific for the news. Parliament was in recess, the courts were quieter, and the press gallery collectively escaped to somewhere with a wine cellar. With the political and crime desks short on major news, papers filled their pages with softer, lighter stories; the sort you might read on a sun lounger with one eye on your strawberry daiquiri. This was Silly Season, and it certainly had its charms.
You’d see tales of escaped parrots leading police on chaotic chases, questionable vegetables shaped like celebrities and earnest reports on whether seagulls had developed a taste for artisan sourdough. These weren’t earth-shattering scoops, but they had personality. They gave readers a break from the heavy topics and reminded us that news could be entertaining as well as informative.
Why has Silly Season faded?
Somewhere along the way, Silly Season started to fade. The 24-hour news cycle and the constant churn of online updates meant that even in August, the headlines rarely slowed down. Political rows don’t politely pause for the summer anymore. The appetite for rolling updates on climate disasters and royal family feuds means that lighter stories have been pushed to the sidelines. Understandable, yes. But it’s still a shame.
There’s a real value to slowing down and letting in the kind of oddities that don’t usually make the front page. Silly Season works because it’s a palate cleanser. It gives readers and journalists a moment to step back from the weight of the world. The funny thing is, those light-hearted stories often leave a surprising lasting impression. People still talk about the raven with a regional accent spotted in Knaresborough or the latest sightings of the Loch Ness Monster, which continue to capture imaginations and spark debate. They attract attention because they’re shareable and oddly reassuring.
There’s also an honesty to it. Everyone knows August isn’t traditionally rich in high-impact stories, so why not lean into that? Publishing a piece on Britain’s best village fête tombolas or a deep dive into the science of melting 99 Flakes doesn’t make a paper trivial. Instead, it covers all bases, making it well-rounded and versatile.
News fatigue is a real struggle
From a PR perspective, this quieter period can be a gift. Journalists still have column inches to fill, and a clever feature or intriguing photo opportunity stands a better chance of making headlines when there’s less competition from political bombshells. A creative story that might be ignored in October can find its audience in August, simply because there’s more space and demand for it.
The most important issue though is that audiences benefit from variety. News fatigue can be a real struggle. Between political upheaval, economic uncertainty and a constant feed of crisis updates, it’s easy to feel overwhelmed. Injecting lighter content into the mix is an investment in reader wellbeing rather than a betrayal of serious journalism. You’re probably more likely to keep people engaged if you occasionally give them something that makes them smile. So, bringing back Silly Season wouldn’t mean ignoring serious stories or pretending the world is without problems. It would mean recognising that there’s space for joy and eccentricity alongside the hard news. It creates a shared national joke.
Next summer, instead of wringing every last drop out of a slow-moving political row, newspapers could make more room for the unexpected. A local poetry slam or a mysterious footprint trail along a campsite? We’re here to read all about it. Only publishing serious stories – well, that’s just silly.