Kendrick was editor of Loaded, published by the IPC division ignite!, for just 18 months. In that time he tried to ditch the 'laddism' tag that won the magazine its early success and readership in favour of a more sophisticated tone and content aimed at older readers.
Kendrick, who was a surprise choice of editor when he joined from women's weekly Chat, will take up the post of group editor, new product development, for IPC ignite! reporting to managing director Mike Soutar.
In its most recent ABC, Loaded's sales stabilised at 309,041, up 0.1% in a sector that had seen large falls. IPC will now be looking to Manson to get circulation moving in an upward direction. Emap rival FHM recorded a 1.8% rise, but was down 17% on the previous year.
Manson joined Loaded in April 2001, having edited Ministry magazine, where he raised circulation by over 50% to an all-time high of 95,000 by adding sexy, glossy lifestyle content. He also set up sister Ministry titles in Ibiza and Australia.
He joins as IPC, owned by AOL Time Warner, is understood to be considering launching a US version of Loaded. Rivals Emap and Dennis have already launched successful US versions of their respective magazines FHM and Maxim.
Eric Fuller, group publishing director of IPC ignite!, says: "Keith has successfully delivered on all the challenges he was tasked with on taking over as Loaded editor. In the latest ABC figures, Loaded was the only mainstream men's title to achieve sales stability both period-on-period and year-on-year, the definitive proof of his skill."
Prior to editing Ministry, Manson worked for the Sunday Times, The Guardian, Mixmag and Time Out.
According to Soutar: "Ignite! is committed to maintaining its reputation as the most dynamic, innovative player in men's media."
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