British media baron Richard Desmond, owner of such venerable titles as Nude Readers’ Wives, Asian Babes and the Daily Express, is mulling an offer for national network Virgin Radio.

The top-shelf tycoon is eager to enlarge his media muscle, and Virgin, a unit of debt-beset group SMG, is his top takeover target.

However, SMG, which is already selling its Herald newspaper unit to reduce its £400 million ($626; €638) debts, is reportedly keen to leave the broadcast unit virgo intacta. Consequently, it is expected to demand in the region of £150m for the network.

Data sourced from: BrandRepublic (UK); additional content by WARC staff