And so to Jack, James Brown’s latest venture. The editor’s letter for issue one claimed that “if nineties were about celebration and self-destruction”, Jack would be less “self-obsessed.” Brown goes on to say in same letter that “we love beautiful women, having a great time, looking good and having a laugh – but everything in moderation.”

Moderation – this is key word. Certainly, there are still elements of lad’s mag within Jack as it finds its feet, but at least it offers readers fresh hope.

Is it any surprise that those readers were fiddling poll? As consumers, they probably feel so cheated by this magazine that it seems a shame FHM found out they were also being cheated.

To be torn between two lovers, is to have two overlapping affairs where none is more important than other. If it is a man, there is no ‘other woman' here. In fact, two women are ‘other' women. Just like Sherayar, this man is enjoying variety supplied. Shehreyar was not in love before Shehrezad. When she came, she became only one. Next time, you hear a gentleman claiming to be torn between two lovers, please poke his two eyes for me!