The Press: No Room at the Bottom

It's a wise publisher who knows his own newspaper. In a BBC-TV interview, Britain's Cecil King candidly explained why his London Daily Mirror is not likely to be displaced as Great Britain's largest daily (circ. 5,000,000). "The success of the Mirror," he said, "was due to the fact that it appealed to people who wanted something simpler than the Daily Express. But there comes a time when each paper has reached a lower level than the previous one, until you get down to bedrock. You can't publish a paper which appeals to people less educated and less intellectual than the Daily Mirror."