Tales of Transformation: the Daily Mirror 100 years on.

In its centenary year the British tabloid periodical, the 'Daily Mirror,' is going through a significant transformation, the most obvious sign of which is the effort to realign itself in the British newspaper market. Editor Piers Morgan argued the re-launch was not about going up market but about becoming a serious paper with serious news, serious sport, serious gossip and serious entertainment. The 'Daily Mirror' has been at the forefront of the development of popular newspaper journalism since its launch in 1903 as the 'First Daily Paper for Gentlewomen.' The late 1940s, 50s and 60s were the heyday of the paper.