Introduction

The launch of the halfpenny Daily Mail in the dying years of the nineteenth century marked the start of a new phase in British newspapers. While signalling its difference from other morning papers through its price and news content, the new paper also signalled, in its seven-column layout, deliberately replicating that of The Times, continuity with newspaper tradition. It did this also through its arts and books coverage. The very first issue, just eight pages long, more than two pages of which are advertisement, contains a full-length column on books, in a prominent position on page 3. ‘Chat about Books’ is a mix of short–100-word– book reviews and literary news and gossip, telling readers, for example, of Rudyard Kipling's plans for the summer, that Marie Corelli's latest novel, The Mighty Atom is already into its sixth edition and that the publishers Jarrold are to produce a new series of novels ‘in dainty shape and tasteful binding’ called the Daffodil Library (Daily Mail, 4 May 1896). Its choice of authors discussed– Kipling, the patriotic imperialist; the slightly risque Lucas Malet and the popular yet respectable Marie Corelli– were pitch-perfect for the new newspaper's values and target readership. Further issues during the Daily Mail's launch week carry a dense quantity of literary matter – book reviews, theatre reviews, a serial short story and a theatrical ‘Green Room Gossip’ column. ‘Chat About Books’ appears three times during the launch week: on the Monday, Thursday and Friday. Afterwards, like most newspaper books pages, it became a once-a-week feature, usually appearing on a Friday. Alfred Harmsworth thought it important enough to signal to new readers, and the watchful contemporary network of authors and critics, in its very first issue, a Monday, that the Mail would amply cater for readers’ literary needs. For all the ‘busyness’ of readers of the ‘busy man's journal’ the paper accepted the central role of reading and the arts in their lives.