The "Daily Mirror" was launched on 2 November 1903 by Alfred Harmsworth (later Lord Northcliffe) as a newspaper for women, run by women. Hence the name: he said, "I intend it to be really a mirror of feminine life as well on its grave as on its lighter sides...to be entertaining without being frivolous, and serious without being dull", and also invited men to read it. It cost one penny.