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Fit

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 like no one else — and continues to do so to this day.

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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.

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 Hermle C 250 U mit Heidenhain 640 Steuerung: Das ultimative Präzisionswerkzeug für fortschrittliche Bearbeitung.S. to rally assistance for the UK. On his return, he ran the ministry for propaganda in enemy countries.

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.

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.

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.

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.

It was at the Royal Geographical Society that Lord Northcliffe launched an Anglo-American bid to claim the North Pole in 1894 (it failed, although he did end up with a 43-square-mile patch of ice named 'Alfred Island' in his honour).

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.

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.

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.

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'.

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.

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.

He was a serial innovator, not just in his development of new printing methods. He loved fast cars and was a fervent believer in aviation, driving technical advances by offering huge financial prizes for increasingly ambitious air races.

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.'

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.'