Esquire said that the 38-year-old Morgan, whom it dubs "Conscientious Objector", has used his experience in the celebrity market where he began his career to help the Daily Mirror turn a corner after its bruising war in Iraq, which saw it lose 100,000 readers.
Last week the Daily Mirror announced it was further expanding its celebrity coverage with the launch of 3am Magazine, which was billed as a natural extension of the paper's 3am gossip column.
Behind 35-year-old Coulson at number two come Anthony McPartlin and Declan Donnelly, both 28 and better known as Ant & Dec, the television presenters who recently fronted ITV's 'I'm a Celebrity... Get Me Out of Here!'.
At four is the BBC's 38-year-old director of new media and technology Ashley Highfield, who is the youngest addition to the corporation's executive committee when he joined in October 2000.
At six is another BBC face, this time in front of the camera with Rageh "Scud Stud" Omaar, who became a household name in 2003 for his reports from Baghdad during the war in Iraq.
Steve Coogan is at seven. The 38-year-old comedian and star of last year's '24-Hour Party People' will star in the Jackie Chan movie 'Around the World in 80 Days' and 'Ella Enchanted' this year.
Heat editor Mark Frith makes the list in eighth place on the heels of another rise in Emap celebrity title's ABC figure, which was up 2.2% in the last year to 566,731.
Capital's guitar and alternative music station Xfm is represented at number nine with the appearance of 37-year-old managing director Graham Bryce, who saw the station pick up six Sony Award nominations in 2003.
Bringing up the rear, fresh from his appearance in another excellent John Smith's ad, is comedian Peter Kay.
The April issue of Esquire, featuring 'Starsky & Hutch' stars Owen Wilson and Ben Stiller on the front cover, goes on sale on Thursday March 11.
As well as media, Esquire features the top 10 men in nine other categories including film and theatre, a sector topped by Jude Law, and business, which rates BSkyB chief executive James Murdoch at number one and Viscount Rothermere who runs the Daily Mail & General Trust at number two.
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