The Mail’s competitive advantage lies in its connection to its readers. “There’s a lot of rubbish talked about what people are interested in,” Dacre told me. “When my executives tell me everyone’s fascinated by a particular subject—say, a pop star or a film—I ask myself, ‘Would my family be interested?’ Eight times out of ten, I instinctively know when the answer is no.”
Connection to readers. Imagine that!