It was created from the eastern section of the Stourbridge constituency, which was reduced substantially in size, as a result of the recent population growth in both Oldbury and Halesowen.
[3] The last Conservative challenger to incumbent Arthur Moyle was John Vernon, a director of Birmingham firm, Ash and Lacy and councillor for the Acocks Green ward.
Oldbury is described as quintessential industrial Black Country with its factory chimney stacks, while Halesowen is seen as more of a commuter town with many workers employed at the British Motor Corporation works at Longbridge.
Philip Lugg, the Conservative Party candidate commented that 50 per cent of the workforce had connections with the steel industry and highlighted Labour's nationalisation policy.
Philip Lugg, again standing for the Conservatives, was aged 43, a local man born and educated in West Bromwich, who worked in the family firm of ironmongers.
[10] Voting intentions in the 1970 general election showed a swing towards the Conservatives and a prediction that for the first time in the history of the seat Labour would be defeated.