The DNVP suffered heavy losses in the 1928 election, leading to the appointment of Hugenberg as sole chairman on 21 October that same year. Hugenberg moved the party in a far more radical direction than it had taken under its previous leader, Kuno Graf von Westarp. After the 1928 election, a DNVP MdR, Walther Lambach, published an article in the journal "Politische Wochenschrift", saying that the poor showing of the DNVP in the election was due to its monarchism as Lambach argued that the vast majority of the German people did not pine for the return of the exiled Kaiser, and the party's emphasis on this point was alienating the public, who had come to accept the republic. Lambach ended his article by writing that the DNVP needed a "volkkonservatismus" (popular conservatism) that addressed the concerns of ordinary Germans and that restoring the monarchy was not one of them.