Half a century ago, print ruled. And the
most successful newspaper in the English speaking world was the London's Daily

One of the reasons for its success was that
it knew the limits of its power. A fiftieth anniversary history of the paper by
its legendary editorial director Hugh Cudlipp, published in 1953, sketched out
just what media can and cannot do. “However brilliantly or subtly it may be
conducted a press campaign will fail if it flies in the face of public opinion;
if it advocates a course of action which the average reader instinctively
rejects as unfair or imprudent; or if it deals with an aspect of life beyond
the readers' daily experience or interest,” he wrote.