unwillingness to accept any Northcliffe-type buyer.’ Northcliffe had bought The Times from its original Walter family owners in 1908, popularizing it but interfering in its cherished editorial independence. He had also saved the paper from certain death. Within six years of Northcliffe’s acquisition of the paper, its circulation had risen from a mere 40,000 to 314,000 copies a day. It was a sign of what had happened under the two subsequent owners that, despite the massively expanding market during the twentieth century, this 1914 figure was higher than the 298,000 The Times was averaging between July and December 1980.
The Times of 23 October 1980 carried as its front-page lead story its own perilous position. Rees-Mogg wrote a signed article on the Op-Ed page (the page for columnists opposite the leaders and letters page) elaborating on his ideas in his speech to the staff. ‘Now The Times is going to fight for herself,’ proclaimed a new agenda: ‘the lesson of the Thomson years is that subsidy destroys the commercial operation of newspapers’ and that ‘I no longer believe in the virtue of a newspaper proprietorship which does not include the people who make the paper as shareholders in the ownership.’ ‘From now on,’ he announced, ‘the main thrust of my work will be to try with like-minded colleagues to develop a partnership – commercial not charitable – which can keep The Times in being.’11
The paper’s letter page soon filled with exhortations from readers, often pledging the length of their active service to the paper’s circulation by way of qualification, in support of Rees-Mogg’s idea of a journalist-capitalist syndicate.12 Barings became the project’s merchant bankers and Sir Michael Swann, Provost of Oriel College, Oxford, and a former chairman of the BBC, chaired the consortium. Lord Weinstock, managing director of GEC and a personal friend of Rees-Mogg, sat on its steering committee. If £10 million of working capital could be raised, fortified by £30 million a year revenue, it was certainly feasible that The Times could balance its books if it could cut its expenses by printing outside London’s notorious high labour costs. Lord Barnetson, the chairman of the Observer, had suggested to Rees-Mogg that printing The Times at a provincial ‘greenfield’ site could be done for £7 million a year. This was a third of the cost of doing it with the current TNL print workers at the paper’s London headquarters in Gray’s Inn Road.13
Of course, it was not that simple. Even if an existing provincial print works, for example the United Newspapers’ plant in Northampton, could be engaged, there would be a period of disruption – conservatively estimated at six weeks – before The Times could roll out from its new site. Readers’ loyalty had already been seriously tested by the eleven-month shutdown the previous year and another lengthy period in which the paper was off the streets was clearly something to be avoided. More importantly, the strategy assumed that the London print unions would sit back while their jobs were transferred to ‘brothers’ in the provinces. This was not in the spirit of union solidarity. Even if their fellow members in the provinces did decide to handle The Times, the print unions could then hold hostage the Sunday Times by going on strike at Gray’s Inn Road. With this, the whole Thomson strategy of selling the papers together would unwind. Even without these problems, the Rees-Mogg consortium had to convince long-term investors that it could gain access to sufficient and sustainable capital and that a syndicate in which journalists played a part would have the necessary unity of purpose to take hard decisions.14
The consortium’s best hope was to step in following the Thomson board’s failure to attract a serious bid from one of the major media magnates. This Rees-Mogg came to accept, ultimately viewing his plan as a fall-back position,15 but at the time the Thomson board watched with mounting alarm as the extent of his desire to promote his rescue plan manifested itself. The Times’s editor had a journalist’s eye for finding ways to maximize publicity (some supposed that this must have had something to do with the early influence of a theatrical mother). Gathering a television crew about him, Rees-Mogg now set off across the Atlantic. There, he hoped, he might find white knights, ready to take a share in his mission to save ‘this strange English institution’.
Having arrived in the United States, Rees-Mogg had lunch with Katharine Graham, the proprietor of the Washington Post. Despite her liberal politics, she had shown the determination to break a debilitating print workers’ strike that threatened to strangle the Post in 1975, defeating those besieging her printing plant by flying newsprint into it over their heads. Unlike Times Newspapers’ management, she had taken on her industrial tormentors and won. But, joined for lunch by her senior management, even she could not see how The Times could get out of its dire situation. Having listened to Rees-Mogg’s presentation, the verdict was to the point: ‘The Washington Post saw The Times as a potential disaster area which they didn’t want anything to do with,’ Rees-Mogg recalled, ‘although they were very polite and friendly.’16
Rees-Mogg had considered Kay Graham the sort of acceptably independent-minded proprietor The Times should be trying to attract. He had not yet spoken of Rupert Murdoch in that light. Indeed, in 1977 he had told the Royal Commission on the Press: ‘Mr Murdoch’s writ does run in his own building and, much as I respect his energy and vigour, because of his views on the proprietorial function, I would never myself be willing to work for him.’17 Less than a month before it was announced The Times was being put up for sale, Rees-Mogg had encouraged his New York correspondent, Michael Leapman, to write an attack on Murdoch’s methods at his New York Post. The article, illustrated with a Post front-page headline ‘PREGNANT MOM IN 911 TERROR’ was equally punchy:
It is nearly four years since Mr Murdoch gave the United States its first true sampling of the journalism of the lowest common denominator. That was when he bought the struggling New York Post and filled its senior editorial positions with British and Australian newspapermen, expert in plumbing the depths of bad taste which Americans had scarcely guessed at.18
Yet now Rees-Mogg made the trip to the top of the New York Post building overlooking the Brooklyn Bridge to discover whether Rupert Murdoch, owner of eighty-four newspapers including the Sun and the News of the World, was interested in helping to save The Times.
The meeting, Rees-Mogg reflected, went well. Murdoch was friendly, courteous and drank not from a mug but from an elegant china tea service. He did not let himself be drawn on exactly what his intentions were but by the time Rees-Mogg returned to Manhattan street level he had gained the impression that Murdoch was sizing up the possibility of a bid for the Sunday Times. This was good, for the whole point of Rees-Mogg’s consortium plan was that there should be a divorce in the Times family. Furthermore, Murdoch appeared to be keen to help the consortium in any practical way, perhaps even printing it at his plant in Worcester. Indeed, ‘he was sympathetic to anything that would keep The Times alive’.19
It was only the third time Murdoch and Rees-Mogg had properly met one another. Previously they had found themselves seated together at a table with the Queen at a celebratory gathering of the Press Club during which Rees-Mogg had noticed the Australian’s ability to make the Queen laugh. But their first meeting, in the summer of 1951, had been more prescient. The young Rees-Mogg, already at the age of twenty-three bearing the assumed gravitas of an elder statesman, had been walking up The Turl in Oxford when he was stopped by a ‘brash young member of the Labour Club’ who wanted to cut him in on a business venture. The Antipodean undergraduate said he was thinking of buying the ailing student newspaper Cherwell, and wondered whether Rees-Mogg wanted to invest in his scheme. Venerable title or not, Rees-Mogg replied that Cherwell was staid and boring and would never attract sufficient advertising to be an attractive business proposition. The young Murdoch countered that with drive and initiative