In 1887 he used his savings to form a general publishing business with his brother, Harold Harmsworth (1868–1940). In 1894 the two brothers acquired the Evening News and two years later founded the Daily Mail. This opened a new epoch in Fleet Street by presenting news to the public in a concise, interesting style, using advertisements and competitions, and financing schemes of enterprise and exploration. In 1903 the Daily Mirror was founded, while in 1905 the Observer came under Harmsworth’s control, and in 1908 he became chief proprietor of The Times. He was appointed to head the British War Mission to the USA in May 1917, soon after the USA entered World War I.