Why this title?
Once upon a time the News Chronicle, in a bid to raise circulation, offered £5 to anyone who could spot their man in a nominated seaside town, approach and challenge him thus: "You are Mister Lobby Lud; I claim the News Chronicle prize." A copy of that day's News Chronicle had to be carried openly - thus the raised circulation. If all particulars were correct, the prize was handed over. Five pounds was a lot of money in those days- better than a DVD and a picture of Gemma from Didcot with no top on.

If no challenge was received before the deadline, no prize was awarded- as in next Stömp ex-guitarist Andrew’s song. ‘End of the pierpointlessness’, as Sir Henry Rawlinson would have it. English as tuppence. Cue seagulls. [wiki]
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