182 The Undermining of Austria-Hungary
success had depended as much on Albertini and the Corriere grouping. At the
same time, the British were becoming more directly associated with the idea of
a propaganda offensive because of their creation of a Department of Propa-
ganda in
Enemy Countries. The launch of the EPD did not launch Italy's
campaign since, as we have seen, a certain amount had already been achieved
in that direction by the Italians themselves. Rather, the EPD served as a stimu-
lus to
greater coordination of an existing campaign.
On 13
February Lloyd George had persuaded Lord Northcliffe, the proprietor
of The Times, to accept the post of director of the EPD. The precise origin of the
EPD is not quite clear. Certainly it stemmed in part from Lloyd George's general
reorganization of British propaganda in January 1918, according to which John
Buchan's Department of Information was abolished and replaced by a Ministry
of Information under Lord Beaverbrook.
38
But the evidence suggests that the
idea of a separate EPD was chiefly a response to what the British perceived as the
Central Powers' `successful' use of front propaganda in late 1917. The key
successes were taken to be the events in Russia and at Caporetto, and these,
together with the disaster of Passchendaele on the Western Front, convinced
many that the enemy needed to be answered in kind. On 16 November North-
cliffe himself,
having returned from heading the British War Mission in the
United States, had published an open letter to Lloyd George in The Times.Init
he discussed one of his favourite themes, the insidious nature of German
propaganda: `we have had the tragedy of Russia, due partly to lack of Allied
propaganda to counteract that of the Germans. We have the tragedy of Italy
largely due to the same enemy propaganda.'
39
Later, Northcliffe claimed that
he had been asked to become director by those who had `seen the effective
propaganda of Germany among our former Russian and present Italian
Allies'.
40
By the turn of the year Lloyd George was fully aware of the influence
ascribed to enemy propaganda, for example by British military and diplomatic
representatives in Italy, and may have weighed this factor when trying to find
suitably energetic people to direct British propaganda.
41
However, the precise idea of a separate EPD may have originated with Sir
William Tyrell of the Foreign Office who thought of it particularly as an
instrument for propagating Allied war aims, such as Wilson's Fourteen Points,
in Europe and thereby weakening the enemy's pervasive influence. Northcliffe
was the logical choice as director because of his clear obsession with the subject,
and perhaps also because Lloyd George wished to muzzle him as a critic of
governmental policy.
42
It was partly because of this danger that Northcliffe was
rather reluctant to accept. He was undoubtedly attracted, however, by the lure
of running his own independent department, subject only to the Prime Min-
ister, and
was then urged to accept by Steed. Steed clearly saw in the EPD a
means to pursue his own maturing plan of a political offensive against Austria-
Hungary. Having urged the Italians for some months that they should seize the