"Rightwing media shifts focus to Reform in strategic pivot"

As the 2015 election approached, an adviser to Nigel Farage voiced frustration. The party Farage then led, Ukip, had recently secured a major victory in the European Parliament elections, causing a significant political shift.

Despite the Daily Mail seeming to align with Farage’s views—especially his criticisms of Romanian and Bulgarian migration to Britain—the paper did not endorse Ukip. When the adviser questioned a senior Daily Mail journalist about this, the response hinted at the paper’s long-standing ties with the Conservative Party: "Orders, dear boy, orders."

Now, a decade later, Farage is polling strongly again, this time as leader of Reform UK. His team no longer feels the same frustration. Recent media attention suggests that traditional Conservative-aligned newspapers may be loosening their support for the Tories.

Last week, the Mail ran a bold front page: “Britain is facing societal collapse, warns Farage.” An accompanying editorial largely backed his speech on crime. The day before, the paper featured an article by Farage arguing that the country "needs Reform."

On social media, Farage also shared a double-page spread from the Sun on Sunday, showcasing his article titled “Lawless Britain.” Earlier this week, the Telegraph led with his pledge to expand prison capacity.

Both Reform and Conservative circles are closely monitoring the coverage, attributing it to Reform’s steady lead in the polls. “Things are progressing quite nicely,” said a senior Reform source. Another remarked, “We’ve shown editors we’re here to stay.”

While recent headlines have been favorable, a party insider pointed to earlier developments this spring as more consequential. In April, the *Sun* used Reform’s local election slogan, “Britain is broken,” on its front page. “That made Westminster take notice,” the insider noted.

In May, Farage’s team welcomed the Mail’s publication of his essay outlining Reform’s policy priorities.

However, the turning point may have come earlier. At the start of the year, Farage’s team reportedly met with senior figures from centre-right publications, aiming to reset relations post-election. Skepticism toward the Mail titles had been strong within Reform, but one figure noted, “We’ve since moved past that, and relations have improved.”

More recently, Farage attended a summer event hosted by News UK, publisher of the Times, Sunday Times, and Sun. Tim Shipman, former political editor of the Sunday Times, revealed that Farage had dined with the Sun’s editor.

Some observers suggest the favorable coverage reflects a broader shift toward more radical political discourse.