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In 2010, a bearded, guitar-strumming band called Dan & Dan had a YouTube hit with “The Daily Mail Song,” which, so far, has been viewed more than 1.3 million times. (“ WITHIN A DAY OF HIS ECZEMA BEING INFECTED, MARC WAS DEAD,” a recent headline warned.) A Briton’s view of the Mail is a totemic indicator of his sociopolitical orientation, the dinner-party signal for where he stands on a host of other matters.
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To its detractors, it is the Hate Mail, goading the worst curtain-twitching instincts of an island nation, or the Daily Fail, fuelling paranoia about everything from immigration to skin conditions. The Mail presents itself as the defender of traditional British values, the voice of an overlooked majority whose opinions inconvenience the agendas of metropolitan élites. Last year, its lawyers shut down a proxy site that allowed liberals to browse Mail Online without bumping up its traffic. One editor told me, “The paper’s defining ideology is that Britain has gone to the dogs.” Nor is the Mail easy to resist. The Mail is like Fox in the sense that it speaks to, and for, the married, car-driving, homeowning, conservative-voting suburbanite, but it is unlike Fox in that it is not slavishly approving of any political party. In Britain, unlike in the United States, television tends to be a dignified affair, while print is berserk and shouty. The Mail’s closest analogue in the American media is perhaps Fox News. In January, its Web arm, Mail Online, surpassed that of the New York Times as the most visited newspaper site in the world, drawing fifty-two million unique visitors a month. A middle-market tabloid, with a daily readership of four and a half million, it reaches four times as many people as the Guardian, while being taken more seriously than the one paper that outsells it, the Sun. The Mail is the most powerful newspaper in Great Britain. “Fred Goodwin joined the ranks of Robert Mugabe and Nicolae Ceausescu last night when his knighthood was removed by order of the Queen,” the Mail announced.
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Two weeks later, Goodwin became the only Knight Bachelor in memory to lose his commission without having been censured by a professional body or convicted of a criminal offense.
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Any further doubt about the Mail’s stance was relieved by the headline: “ STRIP FRED ‘ THE SHRED’ OF TAINTED KNIGHTHOOD DEMAND MPS.” The exclusive story, the latest in a series of unflattering pieces about Goodwin, revealed that Prime Minister David Cameron was “sympathetic” to the idea that the honor should be revoked. “Reviled: Sir Fred Goodwin,” the caption read. He was dressed in hunting gear, with a shotgun hanging over the crook of his left elbow. The Mail illustrated the piece with a large photograph of Goodwin. quadrupled its assets, became the fifth-largest bank in the world, and then failed spectacularly, at a cost to British taxpayers of seventy billion dollars. During Goodwin’s tenure, from 2000 to 2008, R.B.S.
On Thursday, January 19th, the front page of the Daily Mail carried a story about Sir Fred Goodwin, the former chief executive of the Royal Bank of Scotland. One editor says, “The paper’s defining ideology is that Britain has gone to the dogs.” Illustration by Harry Campbell
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