Aligning the Newspaper and the People: Defining the Popular in the British Press Martin Conboy Journal of European Periodical Studies, 5.1 (Summer 2020) ISSN 2506-6587 Content is licensed under a Creative Commons Attribution 4.0 Licence The Journal of European Periodical Studies is hosted by Ghent University Website: ojs.ugent.be/jeps To cite this article: Martin Conboy, ‘Aligning the Newspaper and the People: Defining the Popular in the British Press’, Journal of European Periodical Studies, 5.1 (Summer 2020), 7–23 Aligning the Newspaper and the People: Defining the Popular in the British Press Martin Conboy University of Sheffield
[email protected] ABSTRACT TheDaily Mirror developed as the first general picture daily in Britain and had become the nation’s best-selling daily newspaper by the end of the First World War. Its turn to the political left came from the mid-1930s as a marketing ploy to establish a distinctive identity within a crowded middle-market. This commercially astute targeting of a mass readership, delivering the most successful daily newspaper in British history by the mid-1960s, illustrates a great deal of the complexity of the term ‘popular’ when used in relation to mass media. It drew on the traditions of best-selling magazines, Sunday newspapers, and American tabloid pioneers combined with modern techniques of market research to identify a new and broad readership. The explicit integration of readers’ views, deployment of brash headlines, and a bold page layout highlighting photography, in editorial combination, made the paper the forerunner of a distinctly British tabloid style that would become a world-leading trend.