IPC to offload original lads’ mag

Vitality Publishing is expected to buy the long-suffering magazine Loaded from IPC, reports BrandRepublic.

The original lads’ mag was launched in 1994 with the strapline: ‘For men who should know better’, and regularly sold around 450,000 copies each month at its peak in 1998.

However, the embattled mag took huge blows to its readership in the wake of the digital revolution, and despite attempts to revamp the mag, figures fell below 100,000 in 2008. The latest ABC figures made for even worse reading, with circulation standing at 53,591 copies.

A diversified men’s lifestyle magazine market is also partly to blame. This month’s ABCs saw Men’s Health magazine extending its lead among the competition, with free titles Shortlist and Sport also dominating the much altered landscape.

Magazines in Vitality Publishing’s portfolio include Attitude and Women’s Fitness.

(Source: BrandRepublic, MediaGuardian)

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