The Mail, at least in it's online form, tries to appeal to a broad cross section of society. The Express seems intent on going for the 'Mrs Brady Old Lady' stereotype. Ooh it's bitter out, that new doctor black as the ace of spades he was, ooh aren't the royals lovely, excuse me while I pop out for some more cat food. I always wonder how the core readership square it all with Des's other interests.
It's an older, and dare I say it, if not poorer then less aspirational than the Mail target audience. But it's also meaner-spirited, more inclined toward viciousness. It is also irredeemably naff and cheap.
I remember when the Express ran it's campaign for a statue for Bomber Command. I thought 'how perfect for them - choose (deliberately) perhaps the most (only?) contentious branch of the military from WW2, the one with the bit of a moral cloud over it, then scream 'Nazi!' at anyone who raises an objection'.
In terms of generosity of spirit, it's beaten into a cocked hat by the Sun and even the Star. On a technical level, the Mail leaves it standing. It truly is the worst national in Britain. I cannot think of a single redeemable thing about it.
Ten seconds... the pain begins.
Fifteen seconds... you can't breathe.
Twenty seconds... you give up and turn off the Jeremy Vine show.