 Hulton introduced the gossip column "Londoner's Diary", originally billed as "a column written by gentlemen for gentlemen".In 1923, Lord Beaverbrook, owner of the "Daily Express", bought Hulton's newspapers, although he sold them shortly thereafter to the "Daily Mail"s owner Lord Rothermere, with the exception of the "Standard".It became a staunchly Conservative paper, harshly attacking Labour in 1945 in a high-profile campaign that backfired.