Loaded relaunch: more reportage and true-life stories

Loaded editor Martin Daubney has vowed to revitalise the men’s
monthly market with a relaunch of the classic lads’ mag which will hit
the streets tomorrow (Saturday).
The IPC title, which in the most recent set of
circulation figures was topped by rival Maxim for the first time, will
now feature men’s “true life” stories, nine colour-coded themed
sections and a greater reliance on reportage-style journalism.
Daubney said the Loaded team had looked at women’s magazines –
including weeklies like Pick Me Up – for inspiration, as well as
spending part of its total budget of £2m on research into the
aspirations of young men.
He said: “There are a lot of readers out there who are very loyal to Loaded, so this reinvention has been a huge responsibility.
“But on the strength of the first issue we’ve already been
guaranteed a circulation increase. We’re looking forward to seeing how
it does.”
For full story see Press Gazette on 08/04/05.
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