King of the Lads battles to save the 'Ginger Effect'

IF YOU see Chris Evans this morning, be gentle. He may be nursing a multi-million pound hangover. The most famous redhead in the country was recently found slumped in a Soho doorway, to the delight of the national press but to nobody's great surprise.

What else should we expect from the King of the Lads, the DJ-turned-media- tycoon whose binges with the likes of Paul Gascoigne and the Gallagher brothers are legendary? The trouble is that such pranks could cost the would-be media tycoon a fortune in lost revenue.

Mr Evans has been sounding out the City about selling shares in his Ginger Media Group, valued at pounds 150m. The company is responsible for his Channel 4 programme TFI Friday and the breakfast show he presents on Virgin Radio, which it owns.

Everything depends on our loving Mr Evans. Ginger's profits are generated by ratings and the premiums advertisers are prepared to pay to be associated with the star. They will last only as long as "the Ginger Effect" - the perception that he is a hip role model for a devoted audience of fashionable young people with money to burn.

Unfortunately, there are signs that those who once worshipped Mr Evans have grown up and gone off him. Lads are passe now. Falling down drunk is out. So is wearing sunglasses after dark, as Mr Evans was when a taxi driver discovered him tired and emotional in Brewer Street earlier this month, with a gash on his arm from broken glass.

It is as though the nation has woken up in bed next to Mr Evans and noticed that last night's dream lover is ginger, weedy and in love with himself.

In April, researchers revealed that young viewers regarded TFI Friday as "naff", comparing it to Blind Date and Noel's House Party. "My dad watches it," said one respondent, while others thought the show was a vehicle for Mr Evans' ego, whichhadn't changed in two years. They damned it as television to do your ironing to.

More recently, a nationwide survey of viewers over the age of 15 found that Mr Evans was the most annoying person on TV, and TFI Friday came third in the poll for "programme you'd most like to see off the air".

Last Thursday, The Stage carried a story suggesting that senior executives at Ginger had discussed hiring a new "A-list" presenter to replace or work with Mr Evans on TFI Friday. It currently gets fewer viewers than Pet Rescue. Meanwhile, Ginger is developing vehicles for other presenters, including a Saturday tea-time show that will star Lulu.

Until now Mr Evans has been able to ignore such bad publicity, but its effects will begin to bite as the autumn approaches and advertising agencies consider where to spend their money in 2000.

In the first full year of Evans' reign Virgin took pounds 27.836m in advertising. That was up pounds 6.8m, an increase of 33 per cent. However, revenue across the commercial radio market as a whole only increased by 18 per cent - a sign that advertisers were prepared to pay more than the going rate to share airtime with the DJ.

If the Ginger Effect is now less potent - or even working in reverse - it could cost Virgin at least pounds 3m.

That will not gladden the hearts of bankers, whose response to the prospective flotation has been cool, despite expected profits of pounds 15m. Money raised by selling shares would be used to buy media businesses aimed at men aged between 20 and 44. Investors, however, will be wary if they think the target audience has gone off Mr Evans.

The DJ grew up on a council estate in Warrington, Cheshire, but now owns a pounds 750,000 apartment in Knightsbridge near Lady Helen Taylor. Earlier this year he blew pounds 1,200 drinking champagne at a lap-dancing club.

While there are no signs of imminent collapse in the empire he is unlikely to listen to any advice about his image - but if he wants to go on living such a high life it may be time to wake up and smell the coffee.

News
people'It can last and it's terrifying'
News
people Emma Watson addresses celebrity nude photo leak
News
Katie Hopkins appearing on 'This Morning' after she purposefully put on 4 stone.
peopleKatie Hopkins breaks down in tears over weight gain challenge
Life and Style
fashionModel of the moment shoots for first time with catwalk veteran
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Sport
Alexis Sanchez, Radamel Falcao, Diego Costa and Mario Balotelli
football
Sport
Danny Welbeck's Manchester United future is in doubt
footballGunners confirm signing from Manchester United
News
i100
Arts and Entertainment
Olivia Colman topped the list of the 30 most influential females in broadcasting
tv
Life and Style
techIf those brochure kitchens look a little too perfect to be true, well, that’s probably because they are
News
Kelly Brook
peopleA spokesperson said the support group was 'extremely disappointed'
Sport
Andy Murray celebrates a shot while playing Jo-Wilfried Tsonga
TennisWin sets up blockbuster US Open quarter-final against Djokovic
Arts and Entertainment
Hare’s a riddle: Kit Williams with the treasure linked to Masquerade
booksRiddling trilogy could net you $3m
Arts and Entertainment
Alex Kapranos of Franz Ferdinand performs live
music Pro-independence show to take place four days before vote
News
news Video - hailed as 'most original' since Benedict Cumberbatch's
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

SAP Assessor

£26000 Per Annum: The Green Recruitment Company: Job Title: SAP Assessor Job T...

HR Advisor (Employee Relations) - Kentish Town, NW London

£30000 - £35000 per annum + Benefits: Ashdown Group: HR Advisor (Employee Rela...

Derivatives Risk Commodities Business Analyst /Market Risk

£600 - £800 per day: Harrington Starr: Derivatives Risk Commodities Business A...

Power & Gas Business Analyst / Subject Matter Expert - Contract

£600 - £800 per day: Harrington Starr: Power & Gas Business Analyst/Subject Ma...

Day In a Page

'I’ll tell you what I would not serve - lamb and potatoes': US ambassador hits out at stodgy British food served at diplomatic dinners

'I’ll tell you what I would not serve - lamb and potatoes'

US ambassador hits out at stodgy British food
Radio Times female powerlist: A 'revolution' in TV gender roles

A 'revolution' in TV gender roles

Inside the Radio Times female powerlist
Endgame: James Frey's literary treasure hunt

James Frey's literary treasure hunt

Riddling trilogy could net you $3m
Fitbit: Because the tingle feels so good

Fitbit: Because the tingle feels so good

What David Sedaris learnt about the world from his fitness tracker
Saudis risk new Muslim division with proposal to move Mohamed’s tomb

Saudis risk new Muslim division with proposal to move Mohamed’s tomb

Second-holiest site in Islam attracts millions of pilgrims each year
Alexander Fury: The designer names to look for at fashion week this season

The big names to look for this fashion week

This week, designers begin to show their spring 2015 collections in New York
Will Self: 'I like Orwell's writing as much as the next talented mediocrity'

'I like Orwell's writing as much as the next talented mediocrity'

Will Self takes aim at Orwell's rules for writing plain English
Meet Afghanistan's middle-class paint-ballers

Meet Afghanistan's middle-class paint-ballers

Toy guns proving a popular diversion in a country flooded with the real thing
Al Pacino wows Venice

Al Pacino wows Venice

Ham among the brilliance as actor premieres two films at festival
Neil Lawson Baker interview: ‘I’ve gained so much from art. It’s only right to give something back’.

Neil Lawson Baker interview

‘I’ve gained so much from art. It’s only right to give something back’.
The other Mugabe who is lining up for the Zimbabwean presidency

The other Mugabe who is lining up for the Zimbabwean presidency

Wife of President Robert Mugabe appears to have her sights set on succeeding her husband
The model of a gadget launch: Cultivate an atmosphere of mystery and excitement to sell stuff people didn't realise they needed

The model for a gadget launch

Cultivate an atmosphere of mystery and excitement to sell stuff people didn't realise they needed
Alice Roberts: She's done pretty well, for a boffin without a beard

She's done pretty well, for a boffin without a beard

Alice Roberts talks about her new book on evolution - and why her early TV work drew flak from (mostly male) colleagues
Get well soon, Joan Rivers - an inspiration, whether she likes it or not

Get well soon, Joan Rivers

She is awful. But she's also wonderful, not in spite of but because of the fact she's forever saying appalling things, argues Ellen E Jones
Doctor Who Into the Dalek review: A classic sci-fi adventure with all the spectacle of a blockbuster

A fresh take on an old foe

Doctor Who Into the Dalek more than compensated for last week's nonsensical offering