The TUC sold a 51 per cent share of the
Herald to
Odhams Press, publisher of
The People, a Sunday paper, in 1930. Odhams (then run by
Lord Southwood) was interested in using its presses during the week; the TUC wanted Odhams' expertise in promoting newspapers. A promotion campaign ensued, and in 1933, the
Herald became the world's best-selling daily newspaper, with certified net sales of 2 million. This accomplishment set off a war with more
conservative London papers, such as the
Daily Express. The
Daily Herald strongly condemned the
Nazi-Soviet Pact and the
Soviet invasion of Finland. In an editorial about the latter, the paper stated:Now finally Stalin's Russia sacrifices all claims to the respect of the working class movement...The Union of Soviet Socialist Republics is dead. Stalin's new imperialist Russia takes its place.The
Herald's sales were static or in decline during the post-war period, but a survey in 1958 suggested that it had the highest level of appreciation of any newspaper among its almost exclusively
working class readership. Amongst the oldest and poorest people living in Britain, 59% of them were male, the highest proportion of any newspaper being published at the time. According to
Roy Greenslade, the editorial staff were firmly entrenched between those advocating populism or politics with no "synthesis" between the positions possible. The
International Publishing Corporation acquired Odhams shares around 1961 when they took over that company and the minority stake owned by the TUC in 1964. In 1955, the title's share of total newspaper circulation and advertising sales were both 10.8%, but this had declined to 8.1% and 3.5%, respectively, by 1964. Following a study commissioned from market researcher
Mark Abrams, whose conclusions suggested reasons why the
Herald was in decline, it was reborn as
The Sun in 1964 under editor
Sydney Jacobson. Roy Greenslade, though, has suggested that the
Daily Herald was, in fact, losing readers to its own stable mate, the
Daily Mirror, rather than because of social changes. By 1969, the original
Sun had fewer readers than the
Herald at the end of its existence. The newspaper was sold to
Rupert Murdoch's
News Limited (the holding group for all of his interests at the time), and its format and (eventually) its politics were significantly altered. The photographic archive of the
Daily Herald, including the work of photographers such as
James Jarché, is at the
National Science and Media Museum in
Bradford. In 2022, nearly 50,000 images from the Daily Herald Archive were digitised and published online in partnership with
Google Arts & Culture. ==Editors==