New man awaits rebirth at IPC

Just when you thought the “new man” was dead and long buried he turns up under cover in the most unlikely of places.

The Diary recently overheard that IPC, publisher of lad bible Loaded, has been conducting attitudinal research in deepest darkest Esher.

According to a source, the focus groups’ …er well-informed focus shifted away from the usual babes, boobs and fast cars to the serious business of analysing marriage, kids, life… and how tough, yet how wonderful, it is to be a man in the late Nineties.

The Diary understands that he next focus group may take place in a sweat lodge in the Scottish Highlands – war paint, beating drums and tree-hugging are optional.

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