Existing accounts of how the Conservative party responded to the challenges of mass democracy after 1918 draw heavily on Stanley Baldwin’s leadership. Chapter 2 explores how local Conservative parties related to this Baldwinite public appeal, which was created in their party’s name using the latest mass-media technology but which they often found at odds with their own conception of popular Conservatism. It considers how activists sought to rehabilitate a ‘politics of place’ after 1918, shaping their own policy appeals, choice of language and public identity according to local political traditions and the perceived interests of the local electorate. It argues that the Conservatives’ experience of the 1920s was therefore marked by an uneasy asymmetry of appeals at national and local levels and highlights the mixed reception and doubts about the effectiveness of Baldwinite Conservatism. In doing so, it brings to the fore the attitudes with which Conservative activists approached the formation of the National Government in 1931.