IPC Reveals New Look Loaded
IPC ignite!’s flagship men’s monthly magazine, Loaded has relaunched today, after seven months of research and development work looking at contents, design and navigation.
The £2 million relaunch, led by publishing director Niall McKinney and editor Martin Daubney, reveals a greatly updated editorial, with a radical and innovative use of design and navigation throughout the magazine.
Commenting on the new look Loaded, McKinney said: “Loaded is one of the few genuinely iconic media brands in the UK. In 1994 it invented modern men’s media, in 2005 we have reinvented it. If 2004 was the year of Nuts, then 2005 will definitely be the year of Loaded.”
McKinney continued: “This is a revolution, not an evolution. Over the last decade men’s monthly magazines haven’t changed, but their readers have. The whole purpose of men’s monthlies is to connect readers to a lifestyle they aspire to – but the sector has forgotten this. We’ve made it the focus of our endeavours over the last seven months to truely reconnect with young men and the relaunched Loaded delivers on that promise.”
Loaded now has colour-coordinated sections comprising of: Rogue, Real Life, Going Out, Centrefolds, The Right Stuff, Park Life, Roaded, Arcade and Obsessions.
Editor, Martin Daubney said: “The magazine has been completely over-hauled. Everything’s in nice, neat little sections, so it’s a doddle to find stuff. There is just a lot more of what our readers want, more real girls, more footy, more motors, and Dizzee Rascal talking about Scotch eggs.”
Daubney added: “To celebrate the relaunch, Loaded has reteamed cover stars Lucy Pinder and Michelle March, the duo Loaded brought together to celebrate its tenth anniversary last year, for a unique DVD collaboration: ‘Lucy & Michelle – The DVD'”.
The latest ABC figures saw Loaded lose 16.4% of its circulation year on year, taking figures for the last six months of 2004, down to 220,057. This slump saw the high-profile monthly title overtaken by rivals Maxim and Men’s Health (see IPC Plans To Relaunch Loaded).
The men’s lifestyle magazine market has experienced something of a rocky ride over the last few years as it came down to earth with a bang following its rapid rise to notoriety in the late nineties. Loaded saw spectacular rises in its circulation during this period, peaking in the second half of 1998 with 457,318. However, it has been largely downhill since then, falling below 300,000 in 2002, after a brief 12 months sales plateau.
IPC Media: 0870 4445000 www.ipcmedia.com
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