IPC’s new men’s magazine, Loaded, launches today. The monthly has a cover price of £2, although the first issue has an introductory special price of 95p. With all the recent growth in the male sector, IPC examined the market and found what they believe is a gap between the younger titles, such as Sky and The Face, and the more upmarket style titles such as Esquire and GQ. There is no title for the “twenty somethings”; Loaded aims to fill that gap. James Brown, editor, describes Loaded as “a new magazine dedicated to life, liberty and the pursuit of sex, drink, football and less serious matters…Loaded is for the man who believes he can do anything, if only he wasn’t hungover.”
Editorially the title has a fairly expensive feel, it is uncluttered and it has long and in-depth features as well as the more light hearted style of the majority of the articles. More extensive articles in the first issue include a feature on Paul Weller, and Gary Oldman. There is a focus on Darra Bazaar, a city in Pakistan where you can buy guns like sweets, and a feature on Eric Cantona.
The more light hearted articles include why hotel sex is more enjoyable, and the new Wonderbra/Ultrabra phenomenon. There is also a section on travel; for example, this issue gives a guide to the writer’s amorous adventures in South America. One area cited as of particular interest to this target audience by editor in chief Alan Lewis, was adventure sports. This issue has an article on skydiving. The style of the lighter-hearted articles is amusing and tongue-in-cheek.
The fashion pages concentrate on “affordable street fashion”; it also has a 30-page guide on what to do and where for the month at the back, “hedonists handbook.”
The 124-page glossy title has an initial print run of 100,000.
24% of the pages are given over to advertising, with a 90:10 ratio of display to classified. Advertisers include Swatch, Kickers, The Health Education Authority and Kiss FM.
Full page colour: £2500
Full Page Mono: £2000
MALE GENERAL INTEREST MARKET: LATEST ABC CIRCULATIONS Jl-Dec 93
|
CP (p) |
CIRC |
TEL |
FQ |
| Sky |
160 |
147,073 |
071 436 1515 |
M |
| GQ |
220 |
100,424 |
071 499 9080 |
M |
| Esquire |
220 |
90,514 |
071 439 5086 |
M |
| Face |
180 |
105,592 |
071 837 7270 |
M |
| FHM |
250 |
76,541 |
071 247 5447 |
M |
| Arena |
200 |
92,187 |
071 837 7270 |
BM |
| I-D |
195 |
37,000(PS) |
071 813 6170 |
M |
| Loaded |
200 |
100,000(IP) |
071 261 6776 |
M |
NRS READERSHIP PROFILES: Men/Age/%
Source: NRS Jan93-Dec93
|
15-17 |
18-24 |
25-34 |
35-44 |
45-54 |
55-64 |
65+ |
| UK POP |
5 |
13 |
21 |
17 |
16 |
13 |
16 |
| ARENA |
7 |
50 |
33 |
7 |
2 |
1 |
0 |
| ESQUIRE |
3 |
37 |
35 |
16 |
7 |
2 |
2 |
| FACE |
7 |
52 |
33 |
6 |
2 |
0 |
0 |
| GQ |
2 |
44 |
37 |
11 |
6 |
1 |
0 |
| SKY |
14 |
33 |
24 |
15 |
9 |
4 |
1 |
