 For some years in the 1950s, he wrote a regular column in the then popular Sunday paper "The People", headed by an image of his part-profile and trademark hat.Swaffer died in London at the age of eighty-two, having outlived his wife by six years.His books included "Northcliffe's Return" (1925), "Really Behind the Scenes" (1929), "Hannen Swaffer's Who's Who" (1929) and "Inspiration" (1929).