Why is the Daily Mail promoting a site that appears to be little more than an escort agency?

As the Daily Mail celebrates success in their online porn campaign, Michael Marshall explores the PR influence behind their headlines.

Sun, sea and sex: More than 40% of women under 30 admit to having one-night stands on holiday.

This was the important sociological research covered in the Daily Mail on 18 June last year, outlining the effect a summer getaway can have on the female population of our nation.

"The poll, which explored the nation's sexual habits, found that holidaymakers are more likely to have casual sex abroad than when they are at home."

The findings were clear: a woman on holiday is far more likely to sleep with someone she doesn't know than she would be if she were at home. What may not have been apparent to the casual observer, however, is that this research came not from a respected sociological study, but instead formed part of a marketing campaign for a "travel dating website".

"The findings were revealed in a poll for dating website MissTravel.com, which asked its 30,000 female British members ten questions about their sexual habits during their summer holidays."

For the unacquainted, MissTravel.com's "travel dating" model is rather simple: members join as either a "Generous" member, or an "Attractive" member. If you're a wealthy, generous man looking for a "miss" to take on holiday, MissTravel.com will pair you with your ideal travel date – an attractive young woman looking for a free holiday. And while the site does allow for the generous woman and attractive man, it’s little more than tokenistic – as a glance at the site’s homepage will confirm. Even the logo displays a sassy silhouette in tottering heels. The implications are quite apparent.

Given the source of the data, the nature of the findings becomes highly questionable – although a sample of 30,000 is very large (if, indeed, all purported 30,000 female members took part in the survey, which is far from clear), that the sample included only women who had signed up to a site pairing them with strangers for free a holiday makes extrapolation of the results to the wider British population a totally meaningless exercise. It’s fair to say members of MissTravel.com don’t necessarily represent society as a whole.

To anyone well-versed in the nature of PR, the signs in the Daily Mail article were clear - not least in the handy quote from the dating website's founder:

"Commenting on the findings CEO Brandon Wade, said: 'It is clear that women become much more sexually liberated when they are out of their comfort zone

'Once they get into their bikini or travel to an exciting new city our members' thoughts turn to sex."

The message, then, borders on explicit: "if you take a girl away on holiday, you're far more likely to get laid - and we have the perfect site for you". In terms of business model, it's bears a reasonable resemblance to an escort agency. In that respect, it's a perfect fit for CEO Brandon Wade - founder of two other "themed dating" websites: SeekingArrangements.com (describing itself as "The elite sugar daddy dating site for those seeking mutually beneficial relationships", replete with secretive, shushing women and smug, satisfied businessmen), and Whatsyourprice.com (where generous members bid to secure dates with attractive members, in a business model most frequently witnessed at your local livestock auction).

Say what you like about Brandon Wade, but when he finds a formula, he sticks with it. What may be slightly surprising, however, is how willing the Daily Mail were to print promotional material for a site which appears to be little more than an escort agency. The Mail, lest we forget, are the newspaper spearheading the campaign to introduce a nationwide block on pornographic images – a campaign they’ve deemed a success after gaining the attention of David Cameron.

What’s more, the article in June was by no means the only article published in the Mail to promote Wade’s escort services. Take, for example, from 15 November:

“Ten ways to leave your lover: 'I'm not ready for commitment' is the line used most by women when dumping their partner, while men go for 'it's just not working'

... Dating site SeekingArrangement.com asked 1,000 of its male and female members why and how they would dump a partner.

Going against the stereotype of the commitment-phobe male, the most popular line used by women in ending a relationship is: 'I’m not ready for commitment yet.'...

... Interestingly, money – and the earning power of their partner – is far more important to a woman than a man.”

With the implication that there are an abundance of women for whom relationships and commitment matter less than money and fun, it isn’t hard to see why this article was released by Wade’s "Sugar Daddy Dating" site.

In fact, Wade’s PR machine has found an astonishingly fertile home in the Mail Online – including the revelation that Carlisle is the most promiscuous city in Europe (9 October), women officially get old at 28 (17 October), single women in their twenties are pining for the exes (8 October) and that single women routinely sleep with their ex while looking for a new partner (30 October).

In all, between January and November, there were no fewer than 29 stories in the Daily Mail highlighting dating services run by Brandon Wade – an average in excess of one per fortnight. Articles ranged from faux condemnation (“I love to be treated like a princess: Meet the young women seeking sugar daddies online as disturbing trend hits UK” – 22 May), to the bandwagon-jumping (“Fifty Shades Of Grey effect turns British bedrooms red hot as women copy scenes from smash-hit 'mummy porn' book” – 3 July), to the obscure (“It started with a kiss... How use of Xs in texts and emails spark more than HALF of office affairs” – 23 August), to the outright blatant (“'They give me sex, I give them money': Meet the real-life Christian Grey entering into 'mutually beneficial contracts' with students” – 23 November).

Fortunately, at least, even the Daily Mail has limits. In July 2012, seeking to capitalise on an event from the headlines in order to publicise his "dating auction" site WhatsYourPrice.com, Wade released the following press release:

In the event of a tragedy like the Dark Knight Massacre, who would you want by your side on a first date?

According to the results of the survey... men who make between $80,000 to $150,000 per year are more likely to take a bullet for you on a first date.

Thankfully, not even the Daily Mail were willing to run with this article. However, for a newspaper so publicly committed to preserving morality, the Daily Mail would be wise to be more discerning in its choice of bedfellows.

Michael Marshall, Vice President of the Merseyside Skeptics Society, regularly writes and lectures on the role of PR in the tabloid news. He tweets as @MrMMarsh

The website for MissTravel.com.
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It's easy to see where Berlin is being rebuilt – just hit the streets

My week, from walking the streets of Berlin to class snobbery and the right kind of gentrification.

Brick by brick, block by block, the people are rebuilding the city once called Faust’s Metropolis. To see it clearly, put your boots on. One of the most bracing walks starts by the Gethsemane Church, which served as a haven for dissenters in the last days of the GDR and takes you down ­towards the Hackescher Markt.

Here, in what is still the eastern half of a divided city that wears its division more lightly, is a Berlin experience both old and new. In three decades of frequent visits, it has been fascinating to note how much this part of town has changed. Even a decade ago these streets were rundown. With crumbling buildings showing bulletholes, it wasn’t hard to imagine what the place looked like in 1945. Now there are lilacs, blues, and yellows. Cafés, bars and restaurants abound, serving the young professionals attracted to the city by cheap rents and a renewed sense of community.

 

Breaking the fourth wall

Looking north along Schliemannstraße, you’ll find a delightful vista of well-tended balconies. It’s a pleasant place to live, notwithstanding the gaggle of grotesques who gather round the corner in the square. On Kastanienallee, which forms the second leg of the walk, an old city feels young. It’s a kind of gentrification but the right kind. There’s more to eat, to drink, to buy, for all.

Berlin, where Bertolt Brecht staged his unwatchable plays, was supposed to have been transformed by a proletarian revolution. Instead, it has been restored to health by a very middle-class one. Germany has always had a well-educated middle class, and the nation’s restoration would have impossible without such people. The irony is delicious – not that irony buttered many parsnips for “dirty Bertie”.

 

The new snobbery

The British Museum’s survey of German history “Memories of a Nation” is being presented at the Martin-Gropius-Bau as “The British View”. Germans, natürlich, are curious to see how we observe them. But how do they see us?

A German friend recently in England  said that the images that struck him most forcibly were the tins of food and cheap booze people piled up in supermarkets, and the number of teenage girls pushing prams. Perhaps Neil MacGregor, the former director of the British Museum who will shortly take up a similar role here at the new Humboldt Forum, may turn his attention to a “German View” of the United Kingdom.

There’s no shortage of material. In Schlawinchen, a bar that typifies Kreuzberg’s hobohemia, a college-educated English girl was trying to explain northern England to an American she had just met. Speaking in an ugly modern Mancunian voice that can only be acquired through years of practice (sugar pronounced as “sug-oar”), she refer­red to Durham and York as “middle class, you know, posh”, because those cities had magnificent cathedrals.

When it comes to inverted snobbery, no nation can match us. To be middle class in Germany is an indication of civic value. In modern England, it can mark you as a leper.

 

Culture vultures

The Humboldt Forum, taking shape by the banks of the Spree, reconsecrates the former site of the GDR’s Palace of the Republic. When it opens in 2018 it will be a “living exhibition”, dedicated to all the cultures of the world. Alexander von Humboldt, the naturalist and explorer, was the brother of Wilhelm, the diplomat and philosopher, whose name lives on in the nearby university.

In Potsdamerplatz there are plans to build a modern art museum, crammed in between the Neue Nationalgalerie and the Philharmonie, home to the Berlin Philharmonic. Meanwhile, the overhaul of the Deutsche Staatsoper, where Daniel Barenboim is music director for life, is likely to be completed, fingers crossed, next autumn.

Culture everywhere! Or perhaps that should be Kultur, which has a slightly different meaning in Germany. They take these things more seriously, and there is no hint of bogus populism. In London, plans for a new concert hall have been shelved. Sir Peter Hall’s words remain true: “England is a philistine country that loves the arts.”

 

European neighbours

When Germans speak of freedom, wrote A J P Taylor, a historian who seems to have fallen from favour, they mean the freedom to be German. No longer. When modern Germans speak of freedom, they observe it through the filter of the European Union.

But nation states are shaped by different forces. “We are educated to be obedient,” a Berlin friend who spent a year at an English school once told me. “You are educated to be independent.” To turn around Taylor’s dictum: when the English speak of freedom,
they mean the freedom to be English.

No matter what you may have heard, the Germans have always admired our independence of spirit. We shall, however, always see “Europe” in different ways. Europe, good: we can all agree on that. The European Union, not so good. It doesn’t mean we have to fall out, and the Germans are good friends to have.

 

Hook, line and sinker

There are fine walks to be had in the west, too. In Charlottenburg, the Kensington of Berlin, the mood is gentler, yet you can still feel the city humming. Here, there are some classic places to eat and drink – the Literaturhauscafé for breakfast and, for dinner, Marjellchen, a treasure trove of east Prussian forest delights. Anything that can be shot and put in a pot!

For a real Berlin experience, though, head at nightfall for Zwiebelfisch, the great tavern on Savignyplatz, and watch the trains glide by on the other side of Kantstraße. Hartmut Volmerhaus, a most amusing host, has been the guvnor here for more than 30 years and there are no signs that his race is run. The “Fisch” at twilight: there’s nowhere better to feel the pulse of this remarkable city. 

This article first appeared in the 01 December 2016 issue of the New Statesman, Age of outrage