It says he is a man of the centre, not just because he makes a lot of speeches about compassionate conservatism but because he has picked someone whom conservatives loathe.

ECONOMIST: Be my number two

And during his televised speeches, he makes sure to put white ladies of a certain age where the camera can see them.

ECONOMIST: Presidential politics

The next time he makes one of his great save-the-world speeches, many of his audience will suddenly find themselves thinking about Mr Desmond's magazines.

ECONOMIST: Bagehot