David Cameron addresses business people at the CBI dinner on August 28, 2014 in Glasgow. Photograph: Getty Images.
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Will Cameron's "effing Tories" remark help or hurt the No side?

The PM told Scots that the referendum was not about giving "the effing Tories" a kick. 

Last week, in an attempt to stop the tribal anti-Toryism in Scotland pushing voters towards the Yes camp, Scottish Conservative leader Ruth Davidson declared that it was not "likely" that her party would win the general election. Today, in his speech in Edinburgh, David Cameron went even further and told Scots that they would have other opportunities to give "the effing Tories" a kick. 

He said

Sometimes, because it's an election, because it’s a ballot, I think people can feel it's a bit like a general election. That you make a decision and five years later you can make another decision. If you're fed up with the effing Tories give them a kick, and then maybe we'll think again. This is totally different. This is a decision about, not the next five years, but the next century.

It is a mark of Cameron's desperation that he is prepared to so explicitly acknowledge his party's toxic brand, but will it help or hinder the No campaign? The PM's words could remind voters of precisely the point he made: that the referendum is not a judgement on one government, but on a 307-year-old Union.

Alternatively, they could be seen as profoundly patronising (many Yes supporters want to kick Westminster, not just the Tories) and another sign of panic. Cameron's comments will also surely be clipped by the nationalists to make it appear that he simply declared: "If you're fed up with the effing Tories give them a kick". The obvious rejoinder is that Scotland has regularly kicked the Tories but has still had to endure years of Conservative government.

Yet at this desperately late stage, the PM is probably right that the biggest risk is not to take any. 

George Eaton is political editor of the New Statesman.

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New Digital Editor: Serena Kutchinsky

The New Statesman appoints Serena Kutchinsky as Digital Editor.

Serena Kutchinsky is to join the New Statesman as digital editor in September. She will lead the expansion of the New Statesman across a variety of digital platforms.

Serena has over a decade of experience working in digital media and is currently the digital editor of Newsweek Europe. Since she joined the title, traffic to the website has increased by almost 250 per cent. Previously, Serena was the digital editor of Prospect magazine and also the assistant digital editor of the Sunday Times - part of the team which launched the Sunday Times website and tablet editions.

Jason Cowley, New Statesman editor, said: “Serena joins us at a great time for the New Statesman, and, building on the excellent work of recent years, she has just the skills and experience we need to help lead the next stage of our expansion as a print-digital hybrid.”

Serena Kutchinsky said: “I am delighted to be joining the New Statesman team and to have the opportunity to drive forward its digital strategy. The website is already established as the home of free-thinking journalism online in the UK and I look forward to leading our expansion and growing the global readership of this historic title.

In June, the New Statesman website recorded record traffic figures when more than four million unique users read more than 27 million pages. The circulation of the weekly magazine is growing steadily and now stands at 33,400, the highest it has been since the early 1980s.