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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