Backed by an extensive and immersive research and development process, the new look Loaded delivers a raft of new franchises, a great new cast list of celebrity columnists and a clean, crisp new look throughout, says the publisher.
New elements include:
* Noise – the new agenda-setting front section, providing young men with all the news and views they need to get the best from their month
* New regular A-list celebrity columnists including Ross Kemp
* A new, world-first reviews section hosted each month by guest celebrity reviewers, such as music reviews with the Stereophonics’s Kelly Jones, plus regular movie critic Richard Bacon and hard-hitting sports columnist Vinnie Jones
* A new expanded Loaded Fashion section, providing young men with the very latest must-have kit month in, month out
* A great, improved and expanded features section with the emphasis on classic Loaded gonzo journalism: this month’s issue sees an intrepid Loaded man travel to Russia on a torture holiday
* A comprehensive redesign throughout, spearheaded by art director Blue Buxton with the assistance of IPC Media editorial director – and recent BSME award-winner – Andy Cowles
And while the magazine is stuffed full of new content, the heart and soul of the brand remains – Loaded is still “the magazine that isn’t afraid to say what it thinks”, with brilliant comedy and great girls at its core.
Loaded editor Martin Daubney says: "We spent a lot of time talking to our sweet readers, and they said: ‘we love all the great stuff at the heart of the mag: the football, the features, the girls'. So we've done a number on them — improving and expanding features and introducing a whole bunch of new stuff. Alongside that, we've roped in our celebrity mates - from Richard Bacon on the movies and Vinnie Jones casting an unflinching eye over the sports agenda, to Ross Kemp providing his monthly missive from the front line of modern man. And frankly, we're mighty pleased with the results."
The refresh will be supported by a major six figure marketing push across great, relevant partners including MTV and Extreme, with Hi-Tech Media running a campaign in sports bars across the UK. An extensive display campaign will also be run across relevant IPC brands including Nuts and Mousebreaker.
Group advertising director Andrew Goldsmith says: “The all-new Loaded delivers a quality environment for our key consumer clients, delivering A-List Hollywood celebs, kicking off this month with Robert Downey Jr, through to fantastic home grown talent like Jimmy Carr. The re-introduction of the Loaded Style section, complete with a brilliantly shot fashion story, makes Loaded relevant to both high street and high end fashion labels and retailers. Add in our new regular celebrity contributors (like Ross Kemp and Richard Bacon) and you have a fantastic all-round offering for any advertiser looking to target young men with money to spend.”
Loaded publishing director Jo Smalley adds: “Martin and his team have delivered a superb refresh of a truly classic brand, retaining all of its core character and the inimitable spirit of Loaded while bringing it bang up to date. And we’ve taken our cues directly from the people who count – the young men of Britain. The original is still the best.”
The new look Loaded hit the newsstand yesterday, priced at £3.50p.
About Loaded
IPC Media says: “The brand that invigorated the men's magazines market in 1994 continues to head the men's monthly market in innovation more than a decade on. Aimed at 18-30 year-old-men, Loaded presents the edited highlights of a young man's interests and aspirations: sport, cars, style, beautiful women, music and gaming.”
About IPC
IPC Media says: “IPC Media is a leading UK consumer magazine publisher. Almost two in every three UK women and over 44% of UK men read an IPC magazine. That's almost 26 million UK adults. IPC's diverse print and digital portfolio offers something for everyone. Our 80 magazines include What's on TV, Pick Me Up, Woman, Now, Marie Claire, In Style, Woman & Home, Ideal Home, Nuts, Wallpaper*, Country Life, The Field, Rugby World, Practical Boat Owner and Look, our latest high street fashion and celebrity weekly. Our digital properties include NME.com, the third largest commercial music website in the UK and mousebreaker.com, the leading free casual games website. IPC’s brands are very simply at the heart of the UK's cultural life.”
