IPC to sell men’s magazine Loaded

IPC is to sell Loaded, its men’s monthly ‘lad’ magazine, according to MediaWeek.

Loaded was the first of the ‘lad’s mags’ which became popular in the 90s, but has recently faced sustained circulation losses.

It was first published in 1994, with the motto: “For men who should know better”.

Loaded had average six-monthly circulations of 350,000 in 2000, but within 2 years this had fallen by almost 20%, and in 2005 six-monthly circulations were down 35% to 230,000.

Last week’s ABC figures showed a new low in circulation for Loaded, at 53,591 for January to June 2010 – down 26.3% year-on-year.

A spokesperson for IPC said: “We have received an offer from Vitality Publishing and we are in discussions with them but we have no more comment at this time.”