Brown to shed bad-lad image with £10m float

The publishing company started by the former editor of Loaded magazine is to seek a stock market listing that could value the company at £10m.

I Feel Good (IFG) was founded by James Brown, who at Loaded helped create the "Lads Mag" sector and a reputation for wild living in the process.

The company, whose name refers to the hit song by the soul singer of the same name, is planning to float on the Alternative Investment Market and raise £3.6m in the process.

The proceeds will be used to create new magazines and online ventures.

The company's first title, Hotdog, will be launched this month and cater for movie fans. An on-line version is also planned with two further magazines set for launch by December next year.

Mr Brown, 34, was once the self-confessed "bad boy" of the publishing business. He famously slept off hangovers in a sleeping bag in the office. But yesterday he said: "When I came up with the idea for Loaded in 1992 I was sharing a flat with Vic Reeves and I would spend most of my time lying around and drinking.

"Now I'm married with a nice house. You've got to be realistic about your life and move forward." After Loaded, he moved to Condé Nast where, as editor, he revamped GQ, helping to increase news stand circulation by more than 20% in just over 18 months.

Mr Brown said he founded IFG with the objective of establishing a publishing house specialising in the creation of titles aimed at the lifestyle, sports and leisure section of the market. IFG also provides content and branding consulting services.

Felix Dennis, the chairman and owner of Dennis Publishing, is IFG's non-executive chairman. Chris Akers, a director of Sports Internet Group, is a non-executive director on IFG's board.