The Rise and Gradual Fall of Loaded Magazine

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The Rise and Gradual Fall of Loaded Magazine

In April 1994, IPC Magazines launched a new magazine called Loaded

aimed primarily at young men between the ages of 16 and 35. The

magazine was dominated by features on fashion, celebrities, travel,

lifestyle and sport. Loaded a men’s magazine was the first to notice

the gap in the magazine market for men. It could therefore bridge the

gap between the individual sport magazines, the car magazines and the

magazines which contained pictures of women. Loaded rolled all of

these categories into one affordable magazine which contained the

above and more like relevant news and reviews and interviews with

famous people. It was the new magazine on the shelf which attracted

all sorts of men from young teenagers to the working class. This

magazine was initially so successful because this gap in the market

made sure that there were little if any competitors. Loaded provided

readers with articles that interested the readers, by stories that you

would not hear in the news. Loaded was formed under the wing of IPC

which had a very large distribution network IPC Media is the UK's

leading consumer magazine publisher, with an unrivalled portfolio of

brands, selling over 330 million copies each year. Our magazines reach

over 70% of UK women and 50% of UK men – that's over 28 million UK

adults. For years the term 'men's magazine' referred to one of two

things: pornography or sport. But in recent decade a new breed of

men's magazine has entered the public arena. The new breed is thick,

crisp, glossy, low in content, and very, very general. These new men's

lifestyle magazines have caught the interest of the market place, like

never before. Readers today appear to be very much more focused on

themselves, and the magazines have found an editorial format that is

having a profound effect on the marketplace. Loaded, FHM, Men's

Journal, Maxim, Men's Health, Men's Fitness, Stuff, GQ, and the long

established Esquire (which began in 1933) are just some of the

publications that can be found filling the shelves of newsagents

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