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This was thought by some a significant factor in the defeat of Ramsay Mac Donald's Labour Party in the 1924 general election, held four days later.Unlike most newspapers, the Mail quickly took up an interest on the new medium of radio.The main concern of Viscount Rothermere, the current chairman and main shareholder, is that the circulation be maintained.He testified before a House of Lords select committee that "we need to allow editors the freedom to edit", and therefore the newspaper's editor was free to decide editorial policy, including its political allegiance.Lord Salisbury, 19th-century Prime Minister of the United Kingdom, dismissed the Daily Mail as "a newspaper produced by office boys for office boys." With Harold running the business side of the operation and Alfred as Editor, the Mail from the start adopted an imperialist political stance, taking a patriotic line in the Second Boer War, leading to claims that it was not reporting the issues of the day objectively.

The Daily Mail had begun the Ideal Home Exhibition in 1908.At first, Northcliffe had disdained this as a publicity stunt to sell advertising and he refused to attend.But his wife exerted pressure upon him and he changed his view, becoming more supportive.The paper's circulation dropped from 1,386,000 to 238,000. Asquith accused the paper of being disloyal to the country.Fifteen hundred members of the London Stock Exchange burned unsold copies and called for a boycott of the Harmsworth Press. When Kitchener died, the Mail reported it as a great stroke of luck for the British Empire.

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