The tabloid's change of editor has seen it soften its tone on the UK leaving the EU, with the paper backing Theresa May's deal.
By Lucy Cotter, arts and entertainment correspondent.
It's become one of the great modern caricatures – the Daily Mail reader.
Deeply conservative and ultra-traditional, they're often reputed to thrive in towns like Tunbridge Wells (thanks to the old adage "disgusted of....").
In recent days Theresa May has appealed over the heads of her MPs to the public in places like this.Mr Dacre's staunchly pro-Brexit message never failed to provoke; branding pro-European judges "enemies of the people", threatening to "crush the saboteurs" and challenging: "Who will speak for England?"
There was never any doubting his position.
His successor Geordie Greig has changed the rhetoric - backing Theresa May and her deal.
Mr Dacre said support for Brexit "is in the DNA of both the Daily Mail and its readers".
He warned any move to reverse this would be "editorial and commercial suicide".
But his successor has brought in a significant change in tone, so will it have any impact?David Yelland, founder of Kitchen Table Partners and a former editor of The Sun, says the Mail is hugely influential on one group more than others - the Conservative party and its MPs.
He said for that reason the paper is more important now than ever, and added: "The Mail, the Express and The Sun together set the weather in this country, that's what mass market papers in this country do.
