The world of middle market tabloid news was thrown into turmoil tonight.
Something seems to have gone badly wrong at the Daily Express.
Richard Desmond's paper had seemed to be in the finest of form. Its distinctive coverage of the Comprehensive Spending Review fallout suggested the Express was limbering up impressively for an assault on its own Guinness Book of Records' best for the number of times it could run the same front-page story in a week.
Take Tuesday's ...
BRITAIN'S FOREIGN AID SCANDAL
We give away most cash in Europe
And Saturday's ...
FOREIGN AID FURY
Every family in Britain will have to pay £2,000
And Thursday's ...
If Britain is so broke
FOREIGN AID MUST BE CUT TOO
Perhaps the next in the series will be along on Thursday.
But does Wednesday's front-page really capture the spirit of engagement with modernity that we have all come to expect from the newspaper?
DEATH RATES AT ALL TIME LOW
Statin wonder drugs help to save millions.
Surely shome mishtake?
Why not "PENSIONS CRISIS AS DEATH RATES HIT NEW LOW" instead?
Newsrooms: Do you ever find yourself short of an idea for a splash? Why not seek inspiration with this Google images collection of Express classics.