LONDON, UK (MAY 2, 1971) (REUTERS)

SV Sign "Northcliffe House"
Background: The latest British newspaper to compromise with changing trends in order to save itself from disappearing altogether is one of the most respectable names on Fleet Street -- the "Daily Mail". The chief change will be in size - smaller pages, but more of them. The move started several months ago.

The "Daily Mail" and the "Daily Sketch", along with the London Evening News", were losing their owners, Associated Newspapers, GBP2 1/2 million a year. The decision was accordingly taken to kill the Sketch, and merge the administration and staff with the "Daily Mail", to form a new,, streamlined "Daily Mail", capable of reaching a circulation of two million. Monday, the 3rd of May, sees first issue of the "Daily Mail".

"Northcliffe House", home of one of Britain's oldest and most respected newspapers - the "Daily Mail".

Growing losses for the owners have resulted in change for this bastion of Fleet Street...the "Daily Mail" has had to compromise with changing trends. It has a new format, as from Monday. The chef change is size...smaller pages, but more of them. The "Sun" was saved by smaller pages, and pin-ups. But the Mail aims at remaining a serious newspaper, and gaining a circulation of two million. More than two hundred journalists had to look for hew jobs when the owners of the Mail "Associated Newspapers", decided on economy.

The question facing the new "Daily Mail" now is whether the British public's traditionally unshakeable reading habits can be changed.