Because of the "first-past-the-post" electoral system that we use in Britain, it is not sufficient for a party to win votes: it has to concentrate those votes in the right places so that it can win seats. This is one of the problems facing William Hague. At the last election, Conservative votes were distributed around the country far less efficiently than were Labour votes; if there is a uniform swing across the country to the Conservatives at the next election, the Tories will need to win far more votes than Labour to become even the largest party in a hung Parliament, let alone to win an overall majority.
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The millennium woman may be as comfortable in the board room as she is in the kitchen, but new MORI Financial Services research commissioned by Direct Line Financial Services shows that men still rule the roost on what is bought and how it's paid for.