On relaunching the magazine, IPC said the Loaded name had proved a hindrance in targeting upmarket fashion advertisers, and that the rebrand would position it as a rival to GQ Style and Arena Homme+.
Despite attracting Versace, Sand, Richard James and Louis Vuitton for the debut issue, it said advertising revenues did not build strongly enough to support the title in the long term.
IPC Ignite managing director Eric Fuller said the niche audience, coupled with the tightening of budgets among key advertisers, had proved a hard sell at a difficult time for the men's lifestyle market.
"We could not bring in enough incremental fashion business to make it work," Fuller said. "We weren't able to have a successful long-term brand relationship with top-end advertisers."
Commercial staff are largely unaffected as they sell across the Ignite portfolio, but IPC is now in consultation with six permanent and seven freelance editorial staff across Fashion Inc and Loaded.
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