Is it the end of the bad old days for the Daily Express and Daily Star?

With increasing cross-promotion within his group, Richard Desmond can no longer pander solely to Little Englanders.

Richard Desmond's empire is a curious thing: on the one hand, you have newspapers that worry about immigration and have strayed into toxic territory by giving positive coverage to the English Defence League; on the other, you have magazines like OK!, so fluffy and inoffensive that turning the pages is like being pelted with Care Bears.

Perhaps it's with one eye on detoxifying his newspaper brands that Desmond has branched out with the Health Lottery, a fundraising enterprise that aims to give £50m a year to health charities. With 20.5p per £1 ticket going to those charities (compared with 28p per £1 for the National Lottery), the scheme will have to sell 243 million units a year to hit that goal – but as there are so many promotional outlets available to market the new game, don't write it off. We'll be seeing the Health Lottery on Channel 5, and reading about it in the Express, the Star and OK! Magazine – something to look forward to for us all, there.

Described as "an exciting new lottery" by the Daily Express and as "Northern & Shell's exciting new brand" by Channel 5's Kate Walsh at the press conference, the Health Lottery is a laudable venture. Even those of us who aren't Desmond's biggest fans should wish it well – not just because of the charity element, but because, perhaps, it marks a turning point for his newspapers.

With such a generous venture in the pipeline, Desmond moved to distance his publications from the English Defence League – and the Daily Star on Sunday at the weekend even took a potshot at the Little Englanders, showing a "chilling photo" of EDLers with guns (or replica guns) in their hands, highlighting racist chants and mentioning a "sick Nazi salute". Getting readers by confirming people's prejudices about immigration is one thing; seeming to give tacit support to a polarising organisation such as the EDL is quite another.

The closer Desmond brings his brands together – and the cross-promotion shows no sign of letting up right now – the less spiky the likes of the Star and Express will have to become. That might erode a little of the character of the newspapers, but it might chip away at their nastier side, too. Headlines like BBC PUTS MUSLIMS BEFORE YOU or THEY'VE STOLEN ALL OUR JOBS don't sit nicely alongside the cheerful, breezy tone of OK! magazine or the mass appeal of Channel 5's shows like Home and Away.

Pandering to Little Englanders every now and again might have done a good job in retaining a few hardcore readers for the Express and the Star, but that kind of tactic might become a hindrance when you're trying to make those readers hop over to OK!, or get OK readers to hop over to the Express, or Channel 5 viewers to buy your newspapers as well.

Here's wishing the Health Lottery well, then. It could raise a lot of money for charity and it could mark the end of the bad old days for the Express and the Star. It may seem unlikely, but I'll take a gamble . . .

Patrolling the murkier waters of the mainstream media
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Theresa May’s Brexit speech is Angela Merkel’s victory – here’s why

The Germans coined the word “merkeln to describe their Chancellor’s approach to negotiations. 

It is a measure of Britain’s weak position that Theresa May accepts Angela Merkel’s ultimatum even before the Brexit negotiations have formally started

The British Prime Minister blinked first when she presented her plan for Brexit Tuesday morning. After months of repeating the tautological mantra that “Brexit means Brexit”, she finally specified her position when she essentially proposed that Britain should leave the internal market for goods, services and people, which had been so championed by Margaret Thatcher in the 1980s. 

By accepting that the “UK will be outside” and that there can be “no half-way house”, Theresa May has essentially caved in before the negotiations have begun.

At her meeting with May in July last year, the German Chancellor stated her ultimatum that there could be no “Rosinenpickerei” – the German equivalent of cherry picking. Merkel stated that Britain was not free to choose. That is still her position.

Back then, May was still battling for access to the internal market. It is a measure of how much her position has weakened that the Prime Minister has been forced to accept that Britain will have to leave the single market.

For those who have followed Merkel in her eleven years as German Kanzlerin there is sense of déjà vu about all this.  In negotiations over the Greek debt in 2011 and in 2015, as well as in her negotiations with German banks, in the wake of the global clash in 2008, Merkel played a waiting game; she let others reveal their hands first. The Germans even coined the word "merkeln", to describe the Chancellor’s favoured approach to negotiations.

Unlike other politicians, Frau Merkel is known for her careful analysis, behind-the-scene diplomacy and her determination to pursue German interests. All these are evident in the Brexit negotiations even before they have started.

Much has been made of US President-Elect Donald Trump’s offer to do a trade deal with Britain “very quickly” (as well as bad-mouthing Merkel). In the greater scheme of things, such a deal – should it come – will amount to very little. The UK’s exports to the EU were valued at £223.3bn in 2015 – roughly five times as much as our exports to the United States. 

But more importantly, Britain’s main export is services. It constitutes 79 per cent of the economy, according to the Office of National Statistics. Without access to the single market for services, and without free movement of skilled workers, the financial sector will have a strong incentive to move to the European mainland.

This is Germany’s gain. There is a general consensus that many banks are ready to move if Britain quits the single market, and Frankfurt is an obvious destination.

In an election year, this is welcome news for Merkel. That the British Prime Minister voluntarily gives up the access to the internal market is a boon for the German Chancellor and solves several of her problems. 

May’s acceptance that Britain will not be in the single market shows that no country is able to secure a better deal outside the EU. This will deter other countries from following the UK’s example. 

Moreover, securing a deal that will make Frankfurt the financial centre in Europe will give Merkel a political boost, and will take focus away from other issues such as immigration.

Despite the rise of the far-right Alternative für Deutschland party, the largely proportional electoral system in Germany will all but guarantee that the current coalition government continues after the elections to the Bundestag in September.

Before the referendum in June last year, Brexiteers published a poster with the mildly xenophobic message "Halt ze German advance". By essentially caving in to Merkel’s demands before these have been expressly stated, Mrs May will strengthen Germany at Britain’s expense. 

Perhaps, the German word schadenfreude comes to mind?

Matthew Qvortrup is author of the book Angela Merkel: Europe’s Most Influential Leader published by Duckworth, and professor of applied political science at Coventry University.