Loaded (magazine)

Loaded is an online men's lifestyle magazine. It launched as a mass-market print publication in 1994, which ceased publication in March 2015, but relaunched as a digital magazine on 11 November 2015. The content has changed, with semi-clothed women now absent.

The magazine's title font is rendered entirely in lower case, and the publication has often been termed a "lads' mag". The magazine is based in London.

History

Development and launch

Marketed with the tagline "For men who should know better", Loaded was launched in May 1994. It was originally published by IPC Media who committed to its initial development following a discussion between the company's executives and James Brown during a job interview for the editorship of New Musical Express, also part of the IPC group. In development for a year, Loaded was predicted to be a flop, but IPC considered it a low-risk investment because the advertising department of its Music & Sport division already existed and the promotional budget was minimal. IPC itself had little faith in the magazine; according to Brown the staff were initially only contracted for 3 months after the launch. Taking its title from the Primal Scream song of the same name, the magazine was founded by Mick Bunnage, Tim Southwell and Brown,