The turn of the century saw the rise of popular journalism aimed at the lower middle class and tending to deemphasise hard news, which remain the focus of the party-oriented newspapers. Instead they reached vastly larger audiences by emphasis on sports, crime, sensationalism, gossip about famous personalities. Alfred Harmsworth, 1st Viscount Northcliffe (1865–1922)was the chief innovator. He used his "Daily Mail" and the "Daily Mirror" to transform the media along the American model of "Yellow Journalism". Lord Beaverbrook said he was "the greatest figure who ever strode down Fleet Street". P. P. Catterall and Colin Seymour-Ure conclude that: