Good stories flow like honey but bad stories stick in the craw [gullet]. What is a bad story? It's a story that cannot be absorbed in the first time of reading. It's a story that leaves questions unanswered.
My approach to newspapers was based on the idea that when you looked at the front page you said: 'Good heavens', when you looked at the middle page you said: 'Holy smoke', and by the time you got to the back pagewell, I'd have to utter a profanity to show how exciting it was.
The people who lived behind those clean lace curtains in row after row of identical boxes were newspaper readers, and every word in at any rate my newspaper must be clear and comprehensible to them, must be interesting to them, must encourage them to break away from littleness, stimulate their ambition, help them to want to build a better land.
It was my job to interest them in everything that was happening, to make the arrival of the Daily Express each morning an event, to show them the world outside Bolton and Bacup, to give them courage and confidence to overcome the drabness of their lives.