The Daily Mail is a British, daily middle market tabloid newspaper owned by the Daily Mail and General Trust. First published in 1896 by Lord Northcliffe, it is the United Kingdom's second biggest-selling daily newspaper after The Sun. The Daily Mail was Britain's first daily newspaper aimed at the newly-literate "lower-middle class market resulting from mass education, combining a low retail price with plenty of competitions, prizes and promotional gimmicks", and the first British paper to sell a million copies a day. It was, from the outset, a newspaper for women, being the first to provide features especially for them, and is still the only British newspaper whose readership is more than 50% female. In the late 1960s, the paper went through a phase of being liberal on social issues like corporal punishment, but soon returned to its traditional conservative line.