In Britain's tabloid warfare, Lord Kemsley's prim Daily Graphic (circ. 753,537) is no match for the racy, zestful Daily Mirror (circ. 4,432,700), largest daily newspaper in the world. While the Graphic carefully minds its manners, the Mirror minds its readers with eye-catching cheesecake and lurid tabloid writing. Fleet Streeters even recall that the Graphic once cropped a picture to show only the head of a bull because Lady Kemsley protested that the entire photo would offend Graphic readers.
As a result of its dullness, the Graphic's earnings have dropped sharply and Fleet Street buzzed with rumors that it was about to fold. Last week, in time's nick, the Graphic was saved. Publisher Kemsley sold it to Lord Rothermere, owner of the Daily Mail, Evening News and Sunday Dispatch. "It's been the quickest deal I've ever known," said one Rothermere executive. "And the best-kept secret," Fleet Streeters hastened to add.
For Rothermere, 54, it was a step up from being a big press lord to becoming a very big one. For Kemsley it was a retreat to the provinces, where he still owns 31 newspapers. By buying the Graphic for an undisclosed amount, Rothermere gets a free hand to do what he wants with the paper, may drop as many as 1,000 staffers from the Graphic's payroll. With the Graphic in hand, Lord Rothermere can wage a two-front war against 1) the Mirror, in the tabloid field, 2) the respected, full-size Daily Telegraph (circ. 991,092), which is owned by Lord Camrose, Kemsley's brother (TIME, Aug. 4). To wage his war, Rothermere can tone down his Daily Mail to lure readers from the Telegraph, jazz up the Graphic to fight the Mirror.
Fleet Streeters think that Rothermere, who inherited the chain when his father died in 1940, may be able to put the Graphic on its feet. Last year his Weekly Overseas Mail grew from a few thousand readers to more than a million on nourishing helpings of cheesecake.