Remember the days when Conservatives used to ridicule Tony Blair for appearing on daytime television? Thankfully those days are in the past. David Cameron has regularly made appearances on daytime TV programmes such as his visit to the This Morning studio today.
Cameron is a great performer in this environment and is very much at ease talking about issues as diverse as breast feeding, brotherly love as well as touchingly discussing the death of his father.
In the days when Blair's opponents attacked him for these type of appearances they conveniently forgot that it was Margaret Thatcher who first embraced all types of softer media to get her message across. Mrs Thatcher appeared on Saturday Superstore and was interviewed by Woman's Own, She and even Smash Hits. Sadly I have never seen the BBC documentary she appeared in entitled 'An English Woman's Wardrobe'.
In the days when fewer and fewer people are watching the evening news bulletins, reading newspapers or showing even the faintest interest in politics, finding new ways to get your message across is essential.