DIARY: Viscount Rothermere getting down 'n' dirty

Who said that the titled aristocracy isn't prepared to roll up its sleeves and get its hands dirty? If anyone doubted if Jonathan Harmsworth, aka Viscount Rothermere, takes his duties as the chairman of Daily Mail %26 General Trust seriously enough, they should have sat in on a set of media agency negotiations last month.

Perhaps the en-nobled one felt that it was time to bring a certain refinement to press negotiations, not an area traditionally famous for its fine manners and breeding, or perhaps he simply wanted to inspire his troops by getting down in the trenches with them.

Either way, press buyers at a certain media agency no doubt found their opposite numbers at the Daily Mail on their best behaviour when his lordship opted to shadow his sales team and see how things were done.

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