Unfortunately for Giffard, whose main job was editor of "Le Vélo", one of the participants at the rally was the industrialist Comte de Dion, who just so happened to be the main backer of "Le Vélo". Already enraged by what were seen as exhorbitant advertising charges, De Dion promptly marched off with a group of other advertisers to found a new magazine, "L'Auto-Vélo", and installed Henri Desgrange (cyclist and legal clerk) as editor. Though l'Auto-Vélo had been set up to promote all sports it was first and foremost a cycling magazine.
Pierre Giffard, now running Le Vélo with minimal finacial backing, sued L'Auto-Vélo for breach of copyright. Giffard won his case in January 1903, causing L'Auto-Vélo to become simply "L'Auto". Worried that his cycling clientele might disappear with the title, and with circulation scraping along at no more than 20,000, Desgrange needed to take desparate steps, which in the times meant organising a sensational race. So, Georges Lefèvre (Journalist a L’Auto) suggested to Desgrange, "a several-day race, longer than anything now going on, something more on the order of a track six day race. Thus the idea was born. Lefèvre surveyed the route and made preliminary organisations, and on 19 January 1903, just four days after losing the plagiarism suit to Giffard, Desgrange announced the race on the pages of the newly-christened l'Auto. The race would be "the greatest cycling trial in the entire world. A race more than a month long: Paris to Lyon to Marseille to Toulouse to Bordeaux to Nantes to Paris." When Garin rode into Paris as winner, in front of a crowd of 20,000 paying spectators, Desgrange rushed out a special edition of l'Auto, whose sales had rocketed to 130,000. The first running had been a resounding success. Later Le Vélo went banckrupt and L’Auto hired Giffard, who was looking for job.
By Federico Gaito, Cycling correspondent