Middle England or bust for Desmond
Sagittarian Richard Desmond may have galloped away with the Express,
but his success depends on not riding roughshod over the paper's traditions.
Northern & Shell has a striking horoscope on two counts.
Neptune, the fantasy planet, was rising at its incorporation.
This is the symbol of celebrity, glamour and image, perfect for
soft porn and OK! magazine but 180 degrees opposite The Express's
Neptune, a foggy mis-match of divergent visions. Despite the
shared Taurus, Northern & Shell's bewitching Moon in sexy Scorpio
is exactly opposite the Express Sun. This is a further indicator
of the clash of spirit between Big Ones International and the
values of middle-England.
So far, it is not obvious that Richard Desmond can handle
these contradictions. He has none of the stability, endurance or
wealth characteristic of Taurus. Desmond is a lusty Sagittarian
(December 8 1951), half-man and half-horse, and his horoscope
bursts with extravagant, entrepreneurial fire. His reputation as
coarse and boastful smacks of the worst side of the Sagittarian
gambler and empire builder. Astrologer Charles Carter says of
the 'primitive' Sagittarian type:
" There may be extravagance, carelessness over detail, waste,
exaggeration, too great faith in luck, superficiality, a tendency
to know a little of everything but all of nothing, with sudden
crazes for people, intellectual interests and hobbies, which
blaze up and die away, and also a certain degree of loudness and
Primitive Sagittarian clown he may appear to be, but Desmond
is no fool. His Jupiter is conjunct the Express Mercury, planet
of communication, and this bears out the obvious possibility that
he desires the paper for political status and a voice of power.
So if he wants the Express to work, despite his fiery ego, he is
unlikely to pepper it with Asian Babes.
The Express horoscope looks better than might be expected with
signs of a turn-around after summer 2002, but the big question
raised by the astrology is how long its new owner will stay. His
restless Sagittarian Sun enjoys the thrill of the hunt but
transform-or-bust Pluto threatens to stop his game in the coming
year. If he has enough savvy to know that he has stepped into a
different league, Desmond could produce an amazing rebirth, but
only if he works WITH the paper's existing journalistic
traditions, and not against them. He could equally surprise
everyone by galloping off with the Daily Star and selling on The
Express. Watch for make-or-break moves next March.