Martha Who?

Background: An Oxford-educated British journalist, Lawson, 43, turns out lively books and TV shows that demonstrate a casual yet sophisticated approach to living (www.nigella.com).

Books/TV: "How to Eat," "How to Be a Domestic Goddess," "Nigella Bites" and "Forever Summer." For TV, there's the "Nigella Bites" cooking show on the Style Network and E! Entertainment Television and "Forever Summer With Nigella," on Style Network.

Products: The Living Kitchen collection of housewares, designed with Sebastian Conran. McEvoy's view: "She's a really smart cookie, and Lord knows she's a looker. If she can master a crash course in tasty decorating, she's a player."

CHRISTOPHER LOWELL

Background: The zany host of decorating shows on cable TV, Lowell, 48, touts "you can do it" low-budget design. He's a onetime theatrical set designer (www.christopherlowell.com).

Books/TV: Decorating books include "Christopher Lowell's Seven Layers of Design." His "Hassle-Free Host," with easy tablescapes and recipes using prepared foods, comes out this fall. "The Christopher Lowell Show" and "It's Christopher Lowell" ended on Discovery Network last month.

Products: Home office furnishings for Office Depot, everything from candles to curtains for Burlington Coat Factory Warehouse. McEvoy's view: "The words 'fancy' and 'suburbs' come to mind. He's got a huge following and he's the only contender whose major grooming statement is facial hair."

CHRIS CASSON MADDEN

Background: Design author and TV personality, Madden, 55, has decorated for Oprah Winfrey, Katie Couric and Toni Morrison. "Home as haven" is her thing.

Books/TV: The most accomplished writer of the bunch, Madden has penned 15 design and lifestyle books. She hosted "Interiors by Design"on HGTV for eight years. Her syndicated column runs in 400 newspapers.

Products: The Chris Madden Collection of 1,700 home furnishing products debuts at J.C. Penney in May. She's designed armoires and beds for Bassett Furniture and rugs for Mohawk Home.

McEvoy's views: "Chris Madden's got the right profile, the right look, the right sort of chirpy attitude. But her products don't have the same chic as Martha's. Does it matter?"

THE FAB FIVE

Background:Ted Allen, Jai Rodriguez, Carson Kressley, Thom Filicia and Kyan Douglas offer "hip tips" on Bravo's irreverent hit makeover show "Queer Eye for the Straight Guy," geared, so far, toward clueless guys.