Loaded to push new image

IPC lads magazine Loaded has appointed a public relations agency to help it to shed its famous “boobs and birds” image and convince readers of its more high-brow qualities.

IPC has chosen Public Eye Communications for the task, which specialises in entertainment and leisure. Crooner Barry Manilow is a client.

IPC Music & Sport Group managing director Andy McDuff admits: “We are not saying people should think we are a weighty journal but there is more to Loaded than just topless women – otherwise you would not get people like company directors reading it.”

Ciara Parkes, chairman of Public Eye adds that since the launch editor of Loaded, James Brown, defected to rival title GQ, the new editor Derek Harbinson has altered the tone of the magazine.

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