IFG's Jack mag launches with £2m push

by Matthew Arnold,, Marketing 25-Apr-02

LONDON - I Feel Good (IFG), the company headed by Loaded founder James Brown, has unveiled its first launch into the declining men's market with a title that relies more on humour than sex to attract readers.

Jack launches tomorrow (Thursday) with a low-key £2m marketing campaign which positions it as the 'lad's mag for the intelligent man.'

IFG will publish a second issue on August 8 after which the title is expected to go monthly.

IFG refused to reveal Jack's target market. However, it is thought that the title will impact the older and more affluent end of the market, which is currently dominated by titles such as Vanity Fair, GQ and

Esquire.

The first issue of the A5 format title contains 50 pages of advertising, including placements from brands such as Audi, Absolut,Nautica, Prada and Puma.

IFG will support the launch using PR and plans to use print and radio advertising to support the title when it goes monthly later in autumn.

The company is also considering advertising in Premiership football fanzines later in the year.

Creative for Jack is currently handled in-house, but IFG is considering hiring an agency later in the year. Media planning and buying is by Manning Gottlieb Media.

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