Jamie Oliver, UK celebrity chef and gastrosexual, has announced the launch of his own bimonthly glossy, which will hit shelves this Thursday. The cooking star promises that his publication, aptly titled Jamie Magazine, won't be "yet another cooking mag," but will offer readers a "more personal relationship" with the man who is Jamie Oliver. According to editor Andy Harris, the magazine should make readers feel as if they are "being invited round to Jamie's house." So how does Oliver plan to do this? To find out,

. He's employed the help of his wife, Jools, who will pen a regular column. Oliver will also take some of the magazine's photos, and the premiere issue will feature a question-and-answer session between Jamie and his pal Brad Pitt, who admits that the best meal Angelina Jolie's ever produced in their kitchen is "cereals." The first three issues will be exclusively sold at WH Smith newsstands.

Considering the number of print publications that have succumbed to declining circulation over the past year, it only makes sense that the chef funded the magazine himself, to the tune of £250,000.

While Oliver does have an incredibly enthusiastic female following, I think he's making a rather risky decision to launch a food and entertaining magazine during a tumbling global economy, especially when the food magazine market is saturated and others — such as the Food Network and Sandra Lee — have already announced their new publications. Do you think he can set himself apart?