Bollocks

There are a few things more or less essential to London life: fuel and food for starters, the former in short supply.

Founded in 1827, the Evening Standard is an iconic London brand with a rich heritage and an exciting future. Serving the London commuter audience for almost 200 years we are the gateway to the evening, a daily look at world affairs, a go to for what’s on in the capital, where to live, eat and shop, a daily news podcast fix and weekly magazine moment.

The UK’s largest quality daily, it provides brands and marketers with an unparalleled gateway to London’s high-value audiences.

Sorry to be vulgar, bollocks. It’s a grubby little rag selling advertising space. It’s pushed through the letter box (two copies, that boosts the “readership”) and both go unread to recycling.

The ES is majority owned by Evgeny Lebedev. Although I haven’t met him I know a man who went to a football match with him – a pointless digression. You will recall he appointed George Osborne as editor, then he poached Sarah Sands from the Today programme and now has got fashionista Emily Sheffield, Samantha Cameron’s sister, twiddling the knobs.

The ES should go completely online and hire a few good columnists instead of creating soggy waste on the streets of London. It does have a Daily Mail doppelgänger website, because The Daily Mail owns almost 25% of the ES. Now it needs to establish an identity and purpose that might really attract “London’s high-value audiences” instead of providing bedding for the homeless.