Loaded leads men’s title pack

Paul McCann

IPC’s Loaded magazine has become the UK’s best-selling men’s lifestyle magazine, with a 33 per cent circulation increase to 127,677 in the January to June ABCs.

The sex, beer and football formula has pushed the title just above the previous leader, Condé Nast’s GQ, which posted sales of 127,276 for the same period.

It is Loaded’s second ABC figure and amounts to an increase of 183 per cent on the title’s launch guarantees to agencies of 45,000 in April 1994.

“We have plugged into the prevailing Zeitgeist, whatever that means,” says Loaded’s publishing director Andy McDuff. “We’ve certainly plugged into something.”

McDuff is keen to emphasise that the title’s success is not a fad. “The hype is based on a unique quality product, which is why our rivals are trying to steal our journalists.”

IPC has a print run of more than 200,000 planned for Loaded’s autumn issues which will average 188 pages, compared with 112 pages when it launched.

A second ratecard increase is also planned for later in the year. Loaded increased its rates by 25 per cent in March.

McDuff claims the readership is 77 per cent ABC1 which compares favourably with style magazine rivals. “We are just as likely to be read by both the defendant and his barrister,” he says.

See special report p35

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here