Loaded Unveils Calendar Issue

IPC Ignite’s flagship men’s title Loaded is to issue a special Christmas edition with a free cover-mounted calendar.

The Fantasy Island calendar, featuring models from around the world, will be included with December’s edition of the magazine.

The calendar is being supported by a nationwide washroom media campaign consisting of posters in men’s toilets and bars. The calendar will also be promoted by an email campaign and press ads across a variety of publications including Volksworld and Superbike.

In addition, a one-hour documentary featuring a behind-the-scenes-look at the calendar shoot on location in Ibiza will be screened on Channel Five.

Commenting on the initiative, Clair Porteous, senior marketing manager for Loaded, said: “This is the perfect finish to a great year at Loaded. This calendar truly is a work of art with every single month offering a tantalising image. The December issue is always one of our bestsellers and this year’s calendar will not fail to disappoint our army of readers.”

The latest ABC results for the six months ending June 2003 brought bad news to Loaded, which suffered a 15.2% year on year decline in circulation to below the 300,000 mark.

IPC Ignite recently restructured its advertising sales team as part of an attempt to further develop the potential of its portfolio, which also includes music titles NME and Uncut (see IPC Ignite Restructures Ad Team To Drive Portfolio).

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

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