Word: expression
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Dates: during 1930-1939
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...intelligence, ability, resource and his gift for the common touch-as well as by circulation figures- is William Maxwell (''Max") Aitken, Baron Beaverbrook. He is a fair little man whose possessions include the smile and manners of a spoiled bad boy, two other newspapers besides the Express, two sons, a daughter, two houses, a personal fortune of some $40,000,000. He has a reputation for extravagance and big-time caprice which caused no less an analyzer of men of affairs than H. G. Wells to observe: "Lord Beaverbrook has as much brains and imagination as anyone else...
Next year Baldwin signed the Ottawa agreements, which were the first Empire-wide tariff plan. And last week even the Express chimed in with modified praise for the U. S.-Great Britain-Canada trade pact which, in effect, cuts the U. S. in on any E. F. T. policy that may eventually be adopted...
...Papers. During his years in Parliament Lord Beaverbrook did little else except tend his private fortune. In 1917, his appetite for the newspaper business whetted by his work in the Ministry of Information, he bought controlling interest in the doddering Daily Express for $85,500. The same afternoon he had to draw $250,000 more from the bank to pay pressing liabilities. Lord Northcliffe, then at the height of his spectacular career, advised him to stay out of Fleet Street, warned: "You'll lose everything you have." This dare Beaverbrook took...
With a grand piano, divan, lounge chairs, desks, and four electric heaters, he moved into an upper floor of the Express offices, then on grubby Shoe Lane. For months he practically lived there and learned the newspaper business...
First big challenge came from Northcliffe in the celebrated Free Insurance War. The Mail, with nearly two million readers, offered ?1,000 free accident insurance to every subscriber, and the Express, with 450,000 readers, countered with ?2,000. In a few months both were offering ?10,000. The war cost the Express $600,000 a year and the Mail, with its larger circulation, nearly twice as much.* Ten years later another premium war swept Fleet Street and bled $5,000,000 from the Express and its three big rivals- the Daily Mail (1,530,000), Daily Herald...