 Swaffer was appointed editor of "The People" in 1924, but was unsuited to the duties of editing a paper, and held the post for only a few months.He became drama critic of the "Daily Express" and its sister "Sunday Express" in 1926.Later, he said that although he enjoyed the company of actors, he disliked having to watch them acting, and he accused Noël Coward and others of being "non-existent talents".