Brown was speaking today at the launch of his latest creation, a pocket-sized (and not handbag-sized) men's magazine, about the publishing house owned by Felix Dennis, IFG's main backer.
Brown said: "I bet Felix has a little magazine within a year."
It would be of little surprise if the men's magazine market did follow Brown's lead. And it would not be the first time.
Brown founded Loaded in 1994 and prompted its closest rival, Emap's FHM, into a complete overhaul, while Dennis's Maxim was born soon after, following the Loaded lad's mag format. Dennis later exported this magazine very successfully to the US where it has become the leading men's magazine.
Brown, however, would not be drawn on the target audience for Jack. He said: "Jack's a better read than any women's magazine, let alone any men's title."
The title aims to provide a wide range of articles and draws inspiration from magazines such as educational and environmental magazine National Geographic, among others.
Brown lambasted publishers of other men's magazines for continuing to produce a tired format after the UK's men's sector "led the explosion of men's titles around the world".
Brown said: "I have got more in common with Damien Hirst than the people who work at Emap and IPC."
Jack launches on Thursday April 25 with an initial print run of 100,000. The first issue is a combined spring/summer issue and its second will be the autumn issue, due out in August. From October, Jack will go monthly.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
