By 1929 George Ward Price was writing in the Mail that Baldwin should be deposed and Beaverbrook elected as leader.In early 1930 the two Lords launched the United Empire Party which the Daily Mail supported enthusiastically.
But light-hearted stunts enlivened him, such as the 'Hat campaign' in the winter of 1920.
This was a contest with a prize of £100 for a new design of hat — a subject in which Northcliffe took a particular interest.
In 1900 the Daily Mail began printing simultaneously in both Manchester and London, the first national newspaper to do so (in 1899, the Daily Mail had organised special trains to bring the London-printed papers north).
The same production method was adopted in 1909 by the Daily Sketch, in 1927 by the Daily Express and eventually by virtually all the other national newspapers.
The Daily Mail, devised by Alfred Harmsworth (later Viscount Northcliffe) and his brother Harold (later Viscount Rothermere), was first published on . It cost a halfpenny at a time when other London dailies cost one penny, and was more populist in tone and more concise in its coverage than its rivals.
The planned issue was 100,000 copies but the print run on the first day was 397,215 and additional printing facilities had to be acquired to sustain a circulation which rose to 500,000 in 1899.
(For full list see Daily Mail aviation prizes.) Before the outbreak of World War I, the paper was accused of warmongering when it reported that Germany was planning to crush the British Empire.
When war began, Northcliffe's call for conscription was seen by some as controversial, although he was vindicated when conscription was introduced in 1916.
In 1919, Alcock and Brown made the first flight across the Atlantic, winning a prize of £10,000 from the Daily Mail.
In 1930 the Mail made a great story of another aviation stunt, awarding another prize of £10,000 to Amy Johnson for making the first solo flight from England to Australia.
But his wife exerted pressure upon him and he changed his view, becoming more supportive.