Job: journalist, the Times; scriptwriter, author
Age: 37
Industry: publishing, digital media, broadcasting
2011 ranking: 85

Such is Caitlin Moran's popularity that she is virtually a brand in her own right. No wonder that the Times pays its star columnist a reported £250,000 a year.

Moran has nearly 300,000 followers on Twitter, and her book, How to be a Woman, became a global bestseller and is being adapted for the big screen.

If that wasn't enough, she has also written a pilot for a Channel 4 sitcom about an overweight 16-year-old looking for a boyfriend.

As a TV columnist she is fiercely positive about programmes she likes – and not just because she has a neat sideline in chairing Q&A panels at various TV screenings.