Walk into any local newsagent in a sleepy English village or a bustling London Underground station, and the crusading red lion logo stares back at you. It’s been there for over a century. The Daily and Sunday Express isn't just a pair of newspapers; they are institutions of the British middle class, often misunderstood by those who don’t live within their ecosystem. People love to mock the weather headlines or the endless fascination with Princess Diana, but ignore them at your peril. They command a massive, loyal audience that still swings elections and moves markets.
Honestly, the British media landscape is a bit of a shark tank. You’ve got the high-brow broadsheets and the red-top tabloids, and right in the middle—occupying a space that is uniquely, stubbornly its own—sits the Express.
The Crusading Spirit of the Daily and Sunday Express
The paper calls itself the "World's Greatest Newspaper." A bit bold? Maybe. But that "Crusader" branding isn't just for show. Historically, the Daily Express was the first to put news on the front page—back when other papers were still clogging up their covers with boring classified ads. It was a revolutionary move in 1900. It changed everything about how we consume information.
Lord Beaverbrook, the legendary press baron, turned the paper into a powerhouse. He didn't just want to report the news; he wanted to shape the British Empire. Under his watch, the paper hit a circulation of over 4 million. Think about that for a second. In an era without TikTok or Netflix, the Daily and Sunday Express was the primary lens through which millions of people saw the world.
Today, that influence has shifted. It’s less about empire-building and more about a very specific brand of British patriotism. The papers have become the loudest voices for Brexit, pension rights, and, yes, those infamous weather warnings. You might chuckle when you see a headline about a "100-day snow bomb," but for the people living in rural Yorkshire or the Scottish Highlands, that hyper-local focus on the elements is part of the paper's charm. It’s conversational. It’s relatable. It’s what people are actually talking about over their morning tea.
Who Actually Reads These Papers?
There’s this lazy stereotype that the Express reader is just a retiree shouting at the TV. It's wrong. While the print readership does skew older—the "Grey Vote" that every politician in Westminster is terrified of—the digital reach of the Daily and Sunday Express is staggering. Reach PLC, the parent company, has pumped massive resources into their online presence.
They’ve mastered the art of the "curiosity gap."
- They know exactly what triggers an emotional response.
- The coverage of the Royal Family, specifically the ongoing drama with the Sussexes, drives millions of clicks from the US and Australia, not just the UK.
- Health news is another massive pillar. They dive deep into statins, dementia research, and blood pressure breakthroughs because their core audience cares about longevity.
The Sunday Express operates with a slightly different vibe. It’s more reflective. It’s got a bit more "gloss" than its daily sibling. Under editors like David Wooding, the Sunday edition leans heavily into political scoops and long-form investigative pieces that the daily version might skip in favor of breaking news. It feels like a weekend read—something to linger over with a fry-up.
The Reach PLC Era and the Digital Pivot
Things changed when Reach PLC (formerly Trinity Mirror) bought the Express titles from Richard Desmond in 2018. People were worried. How could the left-leaning Mirror and the right-leaning Express live under the same roof?
The answer is: quite well, actually.
They kept the editorial voices distinct. You don't buy the Express for a socialist critique of the economy. You buy it for a robust defense of British interests. Reach has used its scale to keep the Daily and Sunday Express alive while other local papers are folding left and right. They’ve centralized the "back office" stuff but kept the soul of the newsroom intact. It’s a business model that works, even if the purists hate it.
The numbers are pretty wild. In the mid-2020s, the Express website often ranks in the top five news sites in the UK for monthly unique visitors. They’ve successfully moved the "crusader" energy into the comment sections and social media feeds. They aren't just surviving; they are thriving in a way that most 120-year-old brands can only dream of.
Why the Sunday Express specifically matters
The Sunday Express is the "prestige" arm of the operation. It has a history of incredible literary connections. Did you know Enid Blyton used to write for them? It’s true. It has always had this slightly more sophisticated, family-oriented streak.
While the Daily Express is the "hammer," hitting the big issues of the day with high-energy headlines, the Sunday version is the "scalpel." It looks at the week ahead. It focuses on the big interviews. If a Cabinet minister wants to float a new policy without getting slaughtered by the Monday morning headlines, they often leak it to the Sunday Express. It’s a safe space for the Conservative heartland.
Common Misconceptions About the Editorial Stance
Most people think the Express is just a mouthpiece for the Tory party. That’s a bit of a simplification. Honestly, the paper is often quite critical of the government, especially when it feels the "small-c" conservative values of its readers are being betrayed.
Think about the campaign for the "Triple Lock" on pensions. The Express didn't just report on it; they led the charge. They’ve put massive pressure on successive Prime Ministers—from Boris Johnson to Rishi Sunak and beyond—to ensure that retirees aren't left behind. That isn't partisan hackery. That’s looking out for your core demographic.
They also have a weirdly deep obsession with the mystery of Madeleine McCann and the fate of the Romanovs. It’s a mix of hard-right politics, health advice, and historical intrigue. It’s a buffet of content that shouldn't work together, but somehow, it does.
Navigating the Express in the 2020s
If you’re looking to understand the "true" Britain—not the one you see on prestige BBC dramas or in the Guardian’s op-ed pages—you have to read the Daily and Sunday Express. It represents a massive chunk of the population that feels the world is changing too fast.
It's about identity.
When the paper rails against "woke culture" or defends the traditional English countryside, it’s speaking to a sense of loss that many people feel. You don't have to agree with it to recognize its power. The "Express" brand is a shield for a specific way of life.
Actionable Ways to Engage with the Content
If you're a student of media or just someone who wants a balanced news diet, here is how you should actually consume the Daily and Sunday Express:
Look past the caps lock. The Express loves a capital letter in a headline. "SHOCK" or "BOOM" or "WARNING." Take a breath. Read the actual reporting underneath. The journalists there, like Political Editor Sam Lister, are often extremely well-connected. The "shouting" is just the packaging; the product inside is often a solid scoop.
Follow the money. The Express is great at simplified financial advice. Their coverage of ISA rules, inheritance tax, and state pensions is some of the most accessible in the country. They break down complex Treasury jargon into "what does this mean for my wallet?" terms.
Check the Sunday "Big Read." The Sunday Express usually features one major investigative piece or a deep-dive interview with a cultural figure. These are often much more nuanced than the daily headlines would lead you to believe.
Use the digital puzzles. This sounds trivial, but the Express has one of the most robust crosswords and Sudoku sections online. It’s a huge driver of their daily traffic and a great way to keep your brain sharp without the stress of the news cycle.
Understand the "Campaigns" section. If you want to see what will be debated in Parliament next week, look at what the Express is campaigning for today. They have an uncanny ability to set the agenda for the British right.
The Daily and Sunday Express have survived world wars, the rise of the internet, and the collapse of the traditional print model. They did it by knowing exactly who their reader is and never apologizing for it. Whether it's a "weather bomb" or a royal scandal, they deliver exactly what their audience craves. In a world of filtered, sanitized news, there’s something almost refreshing about their unapologetic, crusading energy.
Keep an eye on their "Green Britain" campaign too. It’s a surprising pivot for a right-leaning paper, proving that even the most traditional institutions can evolve when the science—and the readership—demands it. This isn't your grandfather's newspaper anymore, even if it still looks like it on the shelf. It's a digital-first, data-driven machine that understands the heart of Middle England better than almost anyone else in the business.