ABC figures for July-December 2004 published yesterday show Loaded, with a circulation of 220,057 copies, has fallen behind Zoo, Maxim and Men's Health. Loaded's sales are down 16.4% year on year, despite the magazine being redesigned last summer.
ABC figures for July–December 2004 published yesterday show Loaded, with a circulation of 220,057 copies, has fallen behind Zoo, Maxim and Men's Health. Loaded's sales are down 16.4% year on year, despite a the magazine being redesigned last summer.
The original lads' mag recorded its best ABC figure in 1998, when it sold more than 450,000 copies.
IPC ignite!, the men's publishing division headed by managing director Tim Brooks, has been reviewing Loaded's content . Brook admits the title has been adversely affected by the success of weeklies Nuts, its IPC stablemate, and Emap's Zoo.
Nuts is now selling 275,459 copies and Zoo is shifting 240,215. The magazines launched last January and provide a weekly dose of babes, football and humorous news.
Loaded editor Martin Daubney and publishing director Niall McKinney are driving the relaunch, but were not ready to discuss details of the changes.
However, Brooks signalled that Loaded would not be following the laddish agenda it originally created, which has since seen appropriated by Nuts and Zoo.
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