IPC Reveals Revamped Loaded

IPC ignite! is launching a revamped version of original “lads mag” Loaded this week. The redesign has been overseen by current editor Kevin Kendrick, who joined the title in March this year.

The entire editorial layout has been reformatted in the process of the redesign, and new feature sections added. The look and feel has been modernised, with more stylised photography, new typefaces on both headlines and copy and clearer signposting throughout. Paper stock has also been upgraded.

The redesigned issue goes on sale on Thursday this week, and will be bagged with a 2002 calendar featuring TV soap starlets and a capsule of Mini Softmints which form part of a new launch campaign by Trebor. Retail promotions are planned to support the new issue, including a postcard pre-awareness campaign in key WHSmith stores.

This revamp comes at a difficult time for the relatively young market of lads mags. The last set of ABC figures revealed a 2.4% year on year drop in circulation across the market. Loaded, which peaked in circulation above the 450,000 mark two years ago, was among the top three largest falls, dropping 12.7% year on year to just over 300,000.

IPC Media: 0870 4445000 www.ipc.co.uk

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