- Loaded (magazine)
Infobox Magazine
title = Loaded
image_size = 200px
image_caption = March,2007 issue withPage 3 star Sam on the cover
editor =Martin Daubney
editor_title = Editor-in-Chief
frequency = Monthly
circulation =
category =
company =
publisher =IPC Media
firstdate =1994
country = Flag|United Kingdom
language = English
website = [http://www.loaded.co.uk/ www.loaded.co.uk]
issn ="Loaded", first published by IPC in
1994 , is a British magazine for men that is considered to be the "original lads' mag". [ [http://www.guardian.co.uk/media/2005/aug/18/circulationfigures.pressandpublishing Loaded bounces back | Media | MediaGuardian ] ] [ [http://www.independent.co.uk/news/people/phwoarr-the-naked-truth-about-bad-lad-mags-624886.html Phwoarr: the naked truth about bad lad mags - People, News - Independent.co.uk ] ] Its motto is "For men who should know better". [ [http://news.bbc.co.uk/1/hi/uk/889972.stm BBC News | UK | Lads' reading matter ] ]History
"Loaded" was founded in 1994 by James Brown, [ [http://media.guardian.co.uk/newmedia/story/0,,2198163,00.html Loaded magazine founder James Brown has joined Sumo.tv | Media | MediaGuardian ] ] a former deputy editor of the music weekly "New Musical Express". [ [http://www.guardian.co.uk/business/2007/aug/24/pressandpublishing.media Interview: James Brown, the former editor of Loaded magazine | Business | The Guardian ] ] In its early days, the magazine's readership was once memorably described as "50% "Sun" readers and 50% "Guardian" readers". Brown has described the irreverent comic "Viz" as an inspiration for "Loaded" [ [http://arts.guardian.co.uk/features/story/0,,1353475,00.html All in the worst possible taste | | guardian.co.uk Arts ] ] (and he later bought the comic when he founded the company I Feel Good). [ [http://news.bbc.co.uk/1/hi/business/1627977.stm BBC News | BUSINESS | 'Lad-father' tackles Viz sales slide ] ]
"Loaded" captured the
lad culture [http://www.guardian.co.uk/commentisfree/story/0,,1742634,00.html] of the 1990s like no other magazine;http://www.newstatesman.com/200708230020] its glorification of British male "rogues" (Liam Gallagher ,Oliver Reed ,Paul Gascoigne etc.) was only outstripped by its fondness for titillating photoshoots with nubile C-, B-, and occasionally A-list celebrities. However, early covers led on male icons for film and TV -Gary Oldman was on the first cover.The "Loaded" style has been cloned numerous times, most obviously by Emap's "
FHM " [http://findarticles.com/p/articles/mi_qn4158/is_19970419/ai_n14824648 The rise and rise of the laddery from `Loaded' | Independent, The (London) | Find Articles at BNET.com ] ] and "Maxim", which became the biggest-selling men's magazine in the US forDennis Publishing . "Loaded" also influenced women's monthlies, with Emap launching "Minx", "For girls with a lust for life". In January 2004, IPC launched the weekly "Nuts", announced as the world's first men's weekly, and Emap quickly followed with "Zoo".In 2007, "Loaded" was voted 49th in Industry website goodmagazine.com's Top 51 Magazines of All Time list, for the "Smartest, Prettiest, Coolest, Funniest, Most Influential, Most Necessary, Most Important, Most Essential, etc." [ [http://www.goodmagazine.com/section/Features/the_best_magazines_ever GOOD Magazine | Goodmagazine - The 51 Best* Magazines Ever ] ] Despite its influence, sales have dropped in recent years. In the first six months of 2007, "Loaded" recorded a 35% drop in circulation compared to the first half of 2006.
Deputy editor Tim Southwell wrote about the early years of "Loaded" in "
Getting Away With It " (Ebury Press, 1998). James Brown discussed the title at length and the impact it had on '90s culture in the documentary ""."Loaded" today
Today, "Loaded" is edited by
Martin Daubney , who was behind the title's relaunch in April 2005 and is now the longest-serving editor of the title, having been in the job since August 2003. [ [http://www.independent.co.uk/news/media/martin-daubney-my-life-in-media-419246.html Martin Daubney: My Life In Media - Media, News - Independent.co.uk ] ]ee also
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IPC Media "References
External links
* [http://www.loaded.co.uk/ "Loaded" official site]
* [http://www.magforum.com/mens2.htm#ear "Loaded": the lad's mag]
* [http://www.youtube.com/watch?v=ZkbzQgrhoJQ James Brown talks about setting up "Loaded"]
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