Fyfe accepted Harmsworth's offer, and converted the paper from a publication catering for women readers into a popular newspaper by the use of photojournalism.

He gained considerable renown during this period, initially by covering aviation feats such as Louis Blériot's successful crossing of the English Channel.

During the war, he filed reports from Russia, Spain, Portugal, and Italy, before aiding Harmsworth (by now Lord Northcliffe) in his propaganda efforts for the British government.

[3] A political leftist, Fyfe nonetheless liked the conservative Northcliffe and enjoyed a good relationship with him until the latter's mental deterioration after the war.

During his tenure there, he succeeded in nearly quadrupling the paper's circulation but disputed with the editorial board, which was dominated by members of the Trades Union Congress.