Mary Tourtel was created in 1920, at a time when the "Express" was in competition with "The Daily Mail" and its then popular comic strip "Teddy Tail", as well as the strip "Pip, Squeak and Wilfred" in "The Daily Mirror". The then news editor of the "Express", Herbert Tourtel, was approached with the task of producing a new comic strip to rival those of the "Mail" and "Mirror" and immediately thought of his wife Mary, already an established author and artist. Rupert Bear was the result and was first published as a nameless character in a strip titled "Little Lost Bear" on
Daily Express on the press that he ran his papers "purely for the purpose of making propaganda". The arrival of television, and the public's changing interests, took their toll on circulation, and following Beaverbrook's death in 1964, the paper's circulation declined for several years. During this period, the "Express", practically alone among mainstream newspapers, was vehemently opposed to entry into what became the European Economic Community. Partially as a result of the rejuvenation of the "Daily Mail" under David English and the emergence of "The Sun" under Rupert Murdoch and editorship of Larry Lamb, average daily sales of the "Express" dropped below