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The approach broadly worked for Johnson as London mayor, but there are difficulties in porting it over to Downing Street.
Bailey has been the Conservative candidate for a little over a week and he is already narrowing his path to victory.
Labour strategists feel that the Conservatives have chosen their least impressive option, but have no doubt they could still lose.
London’s paper and the Conservatives have launched two remarkably similar campaigns in the same week.
As Northern Ireland breaks Belgium’s record for time without a government, there is little new to say.
And that, for them, will be progress.
The Romford MP is the candidate for people who think Zac Goldsmith was too subtle.
The Braintree MP’s short interest in the race ended with a demonstration of what his party’s candidate shouldn’t do.
The Braintree MP ticks a lot of boxes for the ideal Tory candidate – but he also ticks a lot of Labour’s boxes for Khan's preferred opponent.
For any ambitious Tory with connections to the capital, even losing has its advantages.
While the popular Ruth Davidson has transformed the position of the Scottish Tories, she has not transformed their personnel; meanwhile Labour lags a distant third.