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Loaded has unveiled a major redesign, with a more modern look and

new sections, six months after the appointment of new editor Keith

Kendrick.

IPC Ignite expects the new look to boost the magazine's flagging sales,

which fell a further 12.7 per cent during the January-June ABC

period.

In common with many titles, Loaded is losing older readers, who have

grown out of lads' mags, but it has also failed to attract new readers

at the younger end.

The originator of the lad's mag formula, it has suffered most from the

recent decline in the men's sector.According to NRS figures, Loaded

readers in the 15 to 20 age group have fallen nearly 40 per cent in the

past two years.

The revamp appears with the December issue, which goes on sale this

week.

The issue includes a 2002 calendar and a cover-mounted pack of Trebor's

Mini-Softmints, a deal brokered by IPC Ignite business development

manager Michael Kohn.

Group ad director Karl Marsden said: "The Trebor deal is a great example

of what's on offer from Ignite ad sales. The deal covers the entire

spectrum of advertising, marketing and PR.

"It incorporates the cover-mount, advertising on the calendar and

sponsorship of our party. The deal keeps going into 2002, when we'll

review it."