Maxim poised to overtake Loaded

Maxim’s circulation will overtake that of IPC Ignite’s flagship monthly men’s title Loaded for the first time.

Insiders suggest that the success of weekly stablemate Nuts has damaged Loaded, possibly irreparably.

Loaded, the original lads’ monthly publication, has steadfastly held second place in its sector behind EMAP’s FHM, according to Audit Bureau of Circulations (ABC) figures. However, the new set of figures for the period July to December 2004, to be posted on February 17, will show Loaded slipping behind Dennis Publishing’s Maxim.

Maxim appointed a new editor, Greg Gutfield from California, in April last year and he has been tweaking the editorial content to rely less on the usual “babes and beer” fodder of men’s magazines.

Observers suggest that the combination of the revitalised Maxim and cannibalisation by the weeklies have undermined Loaded’s circulation.

Loaded’s average net circulation for January to June 2004 was 235,140, down 10.6 per cent period on period, while Maxim stood at 227,017, down 6.7 per cent.

IPC launched Nuts in January last year and its debut average net circulation figure, for the January to June 2004 period, was 290,337. Rival Zoo, from EMAP, posted a figure of 200,125.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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