By the mid-sixties, intelligent people saw incipient decay, but Fleet Street executive ranks didn’t included many. (An Express director notoriously was fired just for raising the issue of declining sales at a board meeting.) These papers grew obsolescent each in its own way, but the News of the World story is encapsulated in its nickname, the News of the Screws. It lived by decocting vicarious spectacle from the output of repressive legal and social frameworks then clamped around criminal justice, sexual activity, marital failure, addiction, and lesser eccentricities. Liberation has both reduced the raw material, and made vicarious experience increasingly redundant, thus boring. Goodbye zeitgeist.
The popular papers (now called tabloid) might have stayed popular. The Daily Mail actually did so, and while the News of the World fell 50% the Daily Mail gained a similar amount. The Mail’s fierce right-wing politics offend some liberals more than Murdoch’s do, maybe because unlike his they never change. But thirty years of development by strong, independent editors has given the Mail real capacity to handle complex issues as well as celebrity antics. If politics don’t interfere, the Mail’s account of a financial crisis may compare well with one in the Financial Times.
The media circus contains some spectators who can’t believe the decline of The Sun: how could Murdoch’s international flagship fail? In fact it follows logically from the story of the Sun’s rise, which was due to the epic failure of a mighty rival, the Daily Mirror, once king of Fleet Street beasts—a failure that Murdoch exploited.
At its peak, the Mirror seemed to defy Christiansen’s Rule of News. In September 1957, for example, most of the world’s front pages showed Elizabeth Eckford and the troopers at Little Rock. Mirror readers got the sub-Monroe Jayne Mansfield, headlined: HAS THE BUST HAD IT?
The Mirror’s own executives grasped that the paper, which had truly inspired wartime soldiers (many had never before read a paper), looked by the end of the 1960s like a lazy adult comic. Their research said something must be done if the Mirror’s market was to develop. But what?
From a tale of teeming follies that followed, the Murdoch-relevant parts may be briefly extracted: Mirror executives launched a sizable current-affairs section with no newsgathering resources to support it, and with a crude pedagogic tone. Instead of investing money, they raised the price to boost cash flow, cut the number of pages, and eliminated promotion. The Mirror’s attempt at a Mail-style up-market trajectory thus exploded far below orbital height, never to be relaunched. They were abolishing their brand.
But there was worse. The power-struggles among Mirror people might have intrigued Tacitus (they called their pub The Stab In the Back) and in 1968 the chief sub-editor, Larry Lamb, was unseated. Chief sub means chief editorial technician; Lamb was talented, and knew the paper uniquely well.
Meanwhile, Murdoch’s News of the World, being a Sunday paper, had presses with no weekday task, and he had acquired in 1969 a derelict left-wing daily, The Sun, to occupy them. Murdoch hired Larry Lamb to be The Sun’s new editor, and he proceeded to recreate it as a minutely detailed copy of the old Daily Mirror, giving more pages for less money than the ‘new’ one. It was heavily promoted too.
Thus Murdoch and Lamb pulled off one of the greatest of news-business coups, depicted in this graph. They took over the Mirror without buying the company. Economists couldn’t ask for a neater instance of substitution (‘rip-off’ was Fleet Street’s term). Murdoch’s Wall Street fans may say it makes him their ideal media-asset manager. But they must not call it creative. Note in the chart what happens after the Sun climbs past the Mirror in 1978-9. The two papers then decline jointly—and have done so ever since.