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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By refusing to stand down, Jeremy Corbyn has betrayed the British working classes

The most successful Labour politicians of the last decades brought to politics not only a burning desire to improve the lot of the working classes but also an understanding of how free market economies work.

Jeremy Corbyn has defended his refusal to resign the leadership of the Labour Party on the grounds that to do so would be betraying all his supporters in the country at large. But by staying on as leader of the party and hence dooming it to heavy defeat in the next general election he would be betraying the interests of the working classes this country. More years of Tory rule means more years of austerity, further cuts in public services, and perpetuation of the gross inequality of incomes. The former Chief Secretary to the Treasury, Seema Malhotra, made the same point when she told Newsnight that “We have an unelectable leader, and if we lose elections then the price of our failure is paid by the working people of this country and their families who do not have a government to stand up for them.”

Of course, in different ways, many leading figures in the Labour movement, particularly in the trade unions, have betrayed the interests of the working classes for several decades. For example, in contrast with their union counterparts in the Scandinavian countries who pressurised governments to help move workers out of declining industries into expanding sectors of the economy, many British trade union leaders adopted the opposite policy. More generally, the trade unions have played a big part in the election of Labour party leaders, like Corbyn, who were unlikely to win a parliamentary election, thereby perpetuating the rule of Tory governments dedicated to promoting the interests of the richer sections of society.

And worse still, even in opposition Corbyn failed to protect the interests of the working classes. He did this by his abysmal failure to understand the significance of Tory economic policies. For example, when the Chancellor of the Exchequer had finished presenting the last budget, in which taxes were reduced for the rich at the expense of public services that benefit everybody, especially the poor, the best John McConnell could do – presumably in agreement with Corbyn – was to stand up and mock the Chancellor for having failed to fulfill his party’s old promise to balance the budget by this year! Obviously neither he nor Corbyn understood that had the government done so the effects on working class standards of living would have been even worse. Neither of them seems to have learnt that the object of fiscal policy is to balance the economy, not the budget.

Instead, they have gone along with Tory myth about the importance of not leaving future generations with the burden of debt. They have never asked “To whom would future generations owe this debt?” To their dead ancestors? To Martians? When Cameron and his accomplices banged on about how important it was to cut public expenditures because the average household in Britain owed about £3,000, they never pointed out that this meant that the average household in Britain was a creditor to the tune of about the same amount (after allowing for net overseas lending). Instead they went along with all this balanced budget nonsense. They did not understand that balancing the budget was just the excuse needed to justify the prime objective of the Tory Party, namely to reduce public expenditures in order to be able to reduce taxes on the rich. For Corbyn and his allies to go along with an overriding objective of balancing the budget is breathtaking economic illiteracy. And the working classes have paid the price.

One left-wing member of the panel on Question Time last week complained that the interests of the working classes were ignored by “the elite”. But it is members of the elite who have been most successful in promoting the interests of the working classes. The most successful pro-working class governments since the war have all been led mainly by politicians who would be castigated for being part of the elite, such as Clement Atlee, Harold Wilson, Tony Crosland, Barbara Castle, Richard Crossman, Roy Jenkins, Denis Healey, Tony Blair, and many others too numerous to list. They brought to politics not only a burning desire to improve the lot of the working classes (from which some of them, like me, had emerged) and reduce inequality in society but also an understanding of how free market economies work and how to deal with its deficiencies. This happens to be more effective than ignorant rhetoric that can only stroke the egos and satisfy the vanity of demagogues

People of stature like those I have singled out above seem to be much more rare in politics these days. But there is surely no need to go to other extreme and persist with leaders like Jeremy Corbyn, a certain election loser, however pure his motives and principled his ambitions.

Wilfred Beckerman is an Emeritus Fellow of Balliol College, Oxford, and was, for several years in the 1970s, the economics correspondent for the New Statesman