IPC magazines is to launch a new monthly general interest magazine aimed at the 20-something male market. Loaded will be on sale on April 13th, price £2, with an initial print run of 100,000. Advertisers are guaranteed a 45,000 settle-down circulation.
The move by IPC into the male fashion sector is attributed to the growing market in the early 1990s.
The editorial content will be a mix of music, sport, entertainment and fasion and will “have a sense of humour that will appeal to men in all social groups” commented Alan Lewis, editor in chief.
Ad manager will be Karen Swan.
Colour page £2500.
ABC Six monthly Cirulation Comparisons
TITLE
JA-J92
JA-J93
%CH
000s
000s
ARENA
75782
90790
19.8
FACE
80517
95482
18.6
ESQUIRE
64765
74771
15.4
FHM
53690
59784
11.4
SKY
129055
142954
10.8
GQ
90884
94084
3.5
NRS READERSHIP PROFILES :MEN/AGE/%
NRS OCT92-SEP93
15-17
18- 24
25- 34
35- 44
45- 54
55- 64
65+
UK POP
5
13
20
17
16
13
16
ARENA
7
52
34
6
1
1
0
ESQUIRE
4
43
36
9
5
2
2
FACE
6
56
33
3
1
0
0
GQ
2
43
38
12
4
1
0
SKY
16
34
24
13
8
3
2
COVER PRICE/CONTACTS
CP(p)
FQ
ARENA 071 837 7270
200
BM
ESQUIRE 071 439 5086
200
M
FACE 071 837 7270
180
M
GQ 071 499 9080
200
M
SKY 071 436 1515
160
M
FHM 071 247 5447
250
10
LOADED 071 261 6776
200
M
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