James Brown Unveils Jack

Former Loaded editor James Brown has unveiled his long anticipated men’s magazine, Jack, which goes on sale this week promising an “orgy of war, animals, fashion, genius and cool.”

The A5 format magazine, which launches on Thursday priced at £2.50, is intended to provide an alternative to the existing lad’s mag titles, which Brown has described as “corporate bilge.”

Jack is aiming itself at “intelligent men with a passion for life” and content is heavily influenced by TV and internet culture, with the front cover featuring a 50s B-movie style illustration. The launch issue has a print run of 100,000 and includes 50 pages of advertising featuring top-end fashion brands Prada, Gucci and Dolcé & Gabbana.

Commenting on the launch, Brown said: “This is the magazine that I raised the money to set up I Feel Good Publishing for. The men’s market has become stale (see

Publisher Ian Thorley added: “This is the perfect time for us to launch Jack – the market is crying out for something new and advertisers are delighted to see something innovative entering the market.”

The launch of the magazine, which will be published biannually before going monthly in October (see IFG To Launch Jack For Lads), will be accompanied by a six-figure marketing campaign featuring TV, radio and national press advertising. Point-of-sale promotions will also run in WHSmith stores across the UK.

A great deal is riding on the success of Jack after IFG was forced to sell its movie magazine Hotdog to Paragon Publishing earlier in the year (see IFG Sells Hotdog to Paragon). Jack represents a return to familiar ground for Brown and expectations will be high for the magazine to perform.

IFG: 020 7691 8194 www.ifgmags.co.uk

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