IPC to revamp Loaded and Homes & Ideas

IPC is poised to relaunch lad’s magazine Loaded and its home interest magazine Homes & Ideas after the two titles recorded disappointing circulation figures.

Loaded was down 5.8 per cent period on period and 8.9 per cent year on year to 350,040 according to the latest figures from the Audit Bureau of Circulations for the period up to June.

Homes & Ideas was down 32.6 per cent period on period and 24.8 per cent year on year to 122,142.

Revamps to both titles are expected to take place as soon as possible, so that any resulting circulation increases can come through in the next set of ABC figures for the period up to the end of December.

Mike Soutar, managing director of IPC Music & Sport says: “As the most famous and recognisable men’s magazine in the UK, Loaded is a strong brand and our priority over the next 12 months is to see sales rise again. The key is editorial innovation and the new editor, to be announced shortly, will have a mandate for change and re-invention.”

IPC has appointed a new editor Sharon Parsons, who held the same position at Top Santé, to help turn the home interest title around.

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