[Lord Northcliffe, the founder of the Daily Mail] came into the room and casually picked up some proofs from the basket," Arthur Sarle once recalled. "One was about an accident in which two people had been badly injured, a lamp-post uprooted and paving stones torn up. The Great Man caught my eye and said quietly, 'Do you mind about the lamp-post?' Wondering what was coming I replied that I didn't. 'Do you mind about the displaced paving-stones?' Again I had to admit that I had no interest in them whatever. 'Then why pad the story with minor details? All the public care about is that two people were damn nearly killed.'"