It was not an immediate success . In 1904 , he decided to turn it into a pictore newspaper , changing the masthead to The Daily Illustrated Mirror and made Hamilton Fyfe editor who then fired all the women journalists . It was not an immediate success , and in 1904 , he decided to turn it into a pictorial newspaper , changing the masthead to The Daily Illustrated Mirror and appointing Hamilton Fyfe as editor who then fired all the women journalists .