IPC’s Loaded plans brand extensions

Loaded, the men’s magazine, is planning to launch a range of brand extensions which could include a branded beer, condoms and sunglasses and even shops and nightclubs.

IPC music and sport managing director Andy McDuff says the group is looking at extending the Loaded brand to create additional revenue and to promote the name.

“It is a great licensing opportunity,” he adds. “There are lots of possibilities for the brand. We have been talking to brewers about a branded beer and we’re also interested in talking to people about a Loaded bar.”

The company is considering whether to work through an external licensing company or deal directly with manufacturers.

Loaded is number two in the men’s magazine market, behind EMAP’s FHM. Circulation for the six months to December 1997 was 441,567, up 36.7 per cent on the same period of the previous year.

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