Will the Daily Express's reputation SURVIVE the kind of right wing rubbish it's pumping out?

Reach plc, publishers of the Daily Express, recently announced a change of editorial direction – “moving away from volume and instead focusing on producing original content, on topics distinctive to their brands.” What that seems to mean for the Express – which has toiled for years as an underfunded knock-off of the Daily Mail – is far more shrill right wing content.

One piece, by news reporter Jon King and published shortly after far right thugs went on a three-night rampage in a Norfolk market town, invited readers to be appalled by “The jaw-dropping list of everything asylum seekers in Thetford were ‘given for free’”. This turned out to include “hand towels, face towels, pillowcases, a dinner plate, cereal bowl, knife, fork, spoons, a frying pan, saucepan, tea towel and toilet roll.” Bloody luxury!

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Yet the paper’s biggest hit is the Daily Expresso, a YouTube show whose episodes regularly rack up six-figure views despite being made on a shoestring, in stark contrast to efforts at the Sun, where the expensive US-based YouTube effort Harry Cole Saves The West attracts a fraction of that audience, resulting in bosses asking its star to return to the UK.

The Daily Expresso’s original, distinctive content, featuring right wing pundits like Carole Malone and Esther McVey, includes “The Royal Family WON’T SURVIVE this scandal” (259k views), “Nigel Farage: The UK WON’T SURVIVE This scandal” (238K views), “Prince Harry WON’T SURVIVE THIS HUMILIATION” (159k views) and “Andy Burnham WON’T SURVIVE This Disaster” (118k views).

One of its biggest hits is an interview with far right podcaster Carl Benjamin, famed for tweeting “I wouldn’t even rape you” at Labour MP Jess Phillips and calling her a “giant bitch”. His chat, headlined “It’s Coming…’ Carl Benjamin’s CHILLING Warning on Britain’s Civil War” has racked up an unbelievable 306,500 views so far, guaranteeing that whatever reputation the Express had left WON’T SURVIVE the kind of guff it is now pumping out.