Loaded Editor Quits For Rival
IPC magazines has announced that Loaded editor James Brown will be leaving the title to join the rival GQ, published by Conde Nast.
Brown, who has edited the title since its launch four years ago, said: “I am now 31, and a great believer in letting the younger talent come through.” IPC says that it expects “the queue of applicants to stretch right round King’s Reach Tower.”
Loaded has arguably been one of the most successful and influential magazine launches in recent years. When the idea for the magazine, which is synonymous with lads, lager and ladies, was first proposed it was expected to sell 40,000 copies per month. It now sells over 300,000 and GQ, which has experienced a much slower growth, will be keen to emulate this success. A change of format is sure to occur.
Men’s Magazine Circulation Trends
| Title | Jul 94 – Dec 94 | Jan 95 – Jun 95 | Jul 95 – Dec 95 | Jan 96 – Jun 96 | Jul 96 – Dec 96 |
|---|---|---|---|---|---|
| Arena | 83235 | 76879 | 84802 | 93513 | 86850 |
| FHM (For Him Magazine) | 81104 | 90607 | 115034 | 181581 | 365341 |
| GQ | 126227 | 127276 | 128722 | 131074 | 148574 |
| Loaded | 95782 | 127677 | 174763 | 238955 | 323115 |
| Maxim | 78633 | 98067 | 113264 | 150261 | |
| Mens Health | 114975 | 120371 | 131887 | 158945 |
Source: ABC
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IPC: 0171 261 5000
Conde Nast: 0171 499 9080