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Victorian education reforms and rising social mobility had created a literate and aspirational working and lower-middle class readership who did not enjoy the ponderous news coverage in the traditional press. Alfred Harmsworth had an intuitive feel for what they would prefer, and he gave it to them at half the price.
Lord Roberts's new biography of Northcliffe, The Chief, is based on unique access to the Harmsworth family archive. It has been widely acclaimed for its uncompromising warts-and-all portrayal of the complex and controversial character who invented popular journalism. Not only did Northcliffe create newspaper giants such as the Daily Mail and the Daily Mirror, he rescued many more, including The Times and The Observer, and, above all, stuck to his own maxim: 'There is a great art in feeling the pulse of the people.'
After cutting his teeth as the innovative editor of Bicycling News (he loved cycling), Harmsworth set up a magazine called Answers to Correspondents, packed with stories under headlines such as 'How To Cure Freckles' or 'What The Queen Eats'.
Introducing the lecture, the fourth Viscount Rothermere, chairman of the Daily Mail, explained how the Northcliffe legacy lives on: 'He has been an inspiration to newspapermen for over a century. He continues to be the soul of our newspaper to this day.'
Yet Northcliffe was adamant that the soldiers in the trenches were being betrayed by a lack of proper artillery ammunition. Back in Britain, he was accused of sedition and the Mail was, famously, burned on the floor of the Stock Exchange.
However, his health was failing. In 1921, he embarked on a round-the-world tour and contracted the malignant endocarditis which cost him his sanity and, ultimately, his life. At his funeral in August 1922, more than 7,000 people, many of them war veterans, lined the streets to pay their respects.
It was a huge success and led to similar magazines, together with an early newspaper acquisition, the ailing Evening News. Harmsworth's obsessive, competitive attention to detail and his appetite for hard graft, turned the paper around, with a 500 per cent hike in readership.
A century on from the death of 'the greatest newspaperman' in British journalism, the media world gathered this week to hear eminent biographer Andrew Roberts describe the extraordinary life and achievements of Lord Northcliffe, the founder of the Daily Mail.
The Mail soon became the best-selling paper in the world, with more than a million copies sold daily. It was fiercely independent, but espoused a Conservative, Unionist and imperialist view of the world.
Alfred was born in poverty in 1865, the eldest of the 14 children of Alfred and Geraldine Harmsworth (11 of them would reach adulthood). In 1867, the family moved from Dublin to London, where Alfred senior qualified as a barrister.
He would also shape world history. For, as Lord Roberts acknowledged: 'This was the man who directed much of the conduct of the First World War with ideas that would be used in the Second World War, too.'
What has never been disputed, however, was that the mercurial Alfred Harmsworth, who later became Baron and Viscount Northcliffe, known to all as 'The Chief', shaped the modern media Smart TVs are like “a digital Trojan Horse” in people’s homes no one else — and continues to do so to this day.
Other demands, such as the use of convoys and a smaller War Cabinet, would go on to become military orthodoxy. The new Prime Minister, David Lloyd George, duly sent Northcliffe off to the U.S. to rally assistance for the UK. On his return, he ran the ministry for propaganda in enemy countries.
This week, the award-winning historian was invited to celebrate publication of his book with a special centenary lecture at London's Royal Geographical Society (RGS), organised by Viscount and Viscountess Rothermere on behalf of the Harmsworth family.
Having fathered, at 16, an illegitimate son by the family's maid, the young Alfred became a freelance journalist, quickly developing a flair for what readers wanted — as opposed to what editors thought they should be given.
Any sensible politician wanted to be in it, even if the Conservative Prime Minister, the Marquess of Salisbury, observed sniffily that it was 'written by shop boys for shop boys'. There were very many more shop boys than marquesses in late Victorian Britain, however, and they had a thirst for knowledge.
Like all Northcliffe's publications, it catered to popular tastes with punchy news stories — what he called 'surprises' — and was also the first paper with a page that was aimed specifically at women.
The outbreak of World War I in 1914 underlined the extent of Northcliffe's power and influence. As Britain's war prospects waned, he became convinced that Herbert Asquith was not the man for the job of Prime Minister — and he said so.
Victorian education reforms and rising social mobility had created a literate and aspirational working and lower-middle class readership who did not enjoy the ponderous news coverage in the traditional press. Alfred Harmsworth had an intuitive feel for what they would prefer, and he gave it to them at half the price.
Lord Roberts's new biography of Northcliffe, The Chief, is based on unique access to the Harmsworth family archive. It has been widely acclaimed for its uncompromising warts-and-all portrayal of the complex and controversial character who invented popular journalism. Not only did Northcliffe create newspaper giants such as the Daily Mail and the Daily Mirror, he rescued many more, including The Times and The Observer, and, above all, stuck to his own maxim: 'There is a great art in feeling the pulse of the people.'
After cutting his teeth as the innovative editor of Bicycling News (he loved cycling), Harmsworth set up a magazine called Answers to Correspondents, packed with stories under headlines such as 'How To Cure Freckles' or 'What The Queen Eats'.
Introducing the lecture, the fourth Viscount Rothermere, chairman of the Daily Mail, explained how the Northcliffe legacy lives on: 'He has been an inspiration to newspapermen for over a century. He continues to be the soul of our newspaper to this day.'
Yet Northcliffe was adamant that the soldiers in the trenches were being betrayed by a lack of proper artillery ammunition. Back in Britain, he was accused of sedition and the Mail was, famously, burned on the floor of the Stock Exchange.
However, his health was failing. In 1921, he embarked on a round-the-world tour and contracted the malignant endocarditis which cost him his sanity and, ultimately, his life. At his funeral in August 1922, more than 7,000 people, many of them war veterans, lined the streets to pay their respects.
It was a huge success and led to similar magazines, together with an early newspaper acquisition, the ailing Evening News. Harmsworth's obsessive, competitive attention to detail and his appetite for hard graft, turned the paper around, with a 500 per cent hike in readership.
A century on from the death of 'the greatest newspaperman' in British journalism, the media world gathered this week to hear eminent biographer Andrew Roberts describe the extraordinary life and achievements of Lord Northcliffe, the founder of the Daily Mail.
The Mail soon became the best-selling paper in the world, with more than a million copies sold daily. It was fiercely independent, but espoused a Conservative, Unionist and imperialist view of the world.
Alfred was born in poverty in 1865, the eldest of the 14 children of Alfred and Geraldine Harmsworth (11 of them would reach adulthood). In 1867, the family moved from Dublin to London, where Alfred senior qualified as a barrister.
He would also shape world history. For, as Lord Roberts acknowledged: 'This was the man who directed much of the conduct of the First World War with ideas that would be used in the Second World War, too.'
What has never been disputed, however, was that the mercurial Alfred Harmsworth, who later became Baron and Viscount Northcliffe, known to all as 'The Chief', shaped the modern media Smart TVs are like “a digital Trojan Horse” in people’s homes no one else — and continues to do so to this day.
Other demands, such as the use of convoys and a smaller War Cabinet, would go on to become military orthodoxy. The new Prime Minister, David Lloyd George, duly sent Northcliffe off to the U.S. to rally assistance for the UK. On his return, he ran the ministry for propaganda in enemy countries.
This week, the award-winning historian was invited to celebrate publication of his book with a special centenary lecture at London's Royal Geographical Society (RGS), organised by Viscount and Viscountess Rothermere on behalf of the Harmsworth family.
Having fathered, at 16, an illegitimate son by the family's maid, the young Alfred became a freelance journalist, quickly developing a flair for what readers wanted — as opposed to what editors thought they should be given.
Any sensible politician wanted to be in it, even if the Conservative Prime Minister, the Marquess of Salisbury, observed sniffily that it was 'written by shop boys for shop boys'. There were very many more shop boys than marquesses in late Victorian Britain, however, and they had a thirst for knowledge.
Like all Northcliffe's publications, it catered to popular tastes with punchy news stories — what he called 'surprises' — and was also the first paper with a page that was aimed specifically at women.
The outbreak of World War I in 1914 underlined the extent of Northcliffe's power and influence. As Britain's war prospects waned, he became convinced that Herbert Asquith was not the man for the job of Prime Minister — and he said so.
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