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John Lloyd meets Max Clifford, the modern myth maker who yearns to represent Princess Diana

By John Lloyd   October 1996

Max Clifford is the best known publicist in Britain today. “Publicist” still has about it the air of its late 19th century origins: a shabby, non-gentleman type concerned to boost a product here and a personality there, hanging about newspaper offices and carrying little “tips” from source to medium, a Leopold Bloom, absorbent of a hundred slights in the pursuit of a few lines of type. Clifford bows to this in the modesty of his offices: they are in New Bond Street, but pokey and above a hairdresser.

Yet he is a big player. He has crossed the line which…

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