The 'Summer Of Your Life' edition is the first themed issue for Loaded, although it is a strategy that has proved to be a successful sales booster for rivals FHM and Maxim.
Last year, Loaded fell further behind market leader FHM, recording a 6% decline on the previous year. Since then, Loaded has appointed a new editor, Scott Manson; the June issue is the fifth under his command.
The TV ads will run on MTV and Galaxy and will be supported with a microsite on uploaded.com. An SMS and e-mail campaign will target 150,000 prospective readers.
The issue, on sale May 7, will be packaged in holographic foil containing a 48-page supplement and assorted free gifts. Competition prizes include 50 holidays to Ibiza.
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