Loaded publisher to launch new women's weekly magazine

The publisher behind lads' magazine Loaded has confirmed it is planning to launch a new weekly women’s title.

Blue Publishing is to enter the highly-competitive market with the launch of an as-yet unnamed title in the spring that will eschew the sector’s traditional focus on celebrities and fashion.  
 
Loaded editor Ian Edmondson, who is overseeing the launch but will not edit the new title, said the magazine will “not really be Loaded for women”.

He told Press Gazette: “I will say what it isn’t – it isn’t going to be Closer, Now, Heat – it’s not celeb obsessed.

 “I think there’s a gap in the market. You’ve got a massive amount of magazines that are just celeb, celeb, celeb. So there’s no real choice.”

The magazine will be aimed at 18-25 year-olds and aims to focus on “what young, outgoing women are really into" including: music, parties, drinking, friends, holidays, social networking and cars. 

Along with the print product there will be a dedicated iPhone version, and the publisher is currently looking to recruit “young, ambitious editors and journalists” to help with the spring launch.

Between 15 and 20 editorial staff are expected to be involved in the project, the majority of whom will be freelance.  

Loaded was sold to former lawyer and adult film producer Paul Baxendale-Walker in April 2012, two weeks after its former owner Vitality Publishing entered administration with debts of almost £1m.

Baxendale-Walker, a talkshow host and tax adviser who also runs an adult film company, is the owner of Blue Publishing Limited, which is soon to be renamed Walton Media Group.

Former News of the World news editor Edmondson become the new editor with a promise to take the magazine “back to the glory days” and “re-establish its ‘bad-boy’ image".

He has also overseen the launch of Zip and Formula magazines since joining the company.

Asked whether the new magazine will feature risque photos of men, he replied: “If there are they will be real people. It’s not going to be about here’s a hunk or anything like that.”

Last year Loaded also launched a new TV channel and in December posted viewing figures placing it ahead of more established UK satellite names like Fox News and Wedding TV.

The top three best-selling magazines in the women’s weekly sector are Take a Break (749,526), New! (403,425) and Closer (396,014).

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