IPC plans major marketing push for revamped Loaded

Redesigned Loaded promises to be ‘a quality environment’ for advertisers.

IPC is relaunching men’s monthly magazine Loaded with new editorial content and a supporting six-figure marketing campaign.

The magazine’s circulation has steadily declined in line with the market sector as a whole. The revamped title will include a redesign, new celebrity columnists such as Richard Bacon and Ross Kemp, and an expanded Loaded Fashion section.

The new magazine appears this week with a January cover date, and the supporting marketing includes partnerships with television channels MTV and Extreme.

There will be a campaign in sports bars across the UK and cross-promotions in IPC properties such as the weekly Nuts and the free-to-play games website Mousebreaker.

Group advertising director Andrew Goldsmith says: “The all-new Loaded delivers a quality environment for our key consumer clients. The re-introduction of the Loaded Style section, complete with a brilliantly shot fashion story, makes Loaded relevant to both high street and high end fashion labels and retailers.”

Publishing director Jo Smalley told Marketing Week that the publisher undertook up to nine months of reader research before introducing the changes and that the relaunch was not a “knee-jerk reaction or trying to turn the brand into what it isn’t”.

He adds: “We have seen other brands in the sector carry out refreshes very badly but we think we have got the perfect mix of what young men want.”

Loaded posted a 23% drop in average net circulation year on year for the period December to June 2009 to 72,679 in the last round of ABC figures. FHM dropped 16.2% to 235,027 year on year. Dennis Publishing killed off the print edition of its title Maxim in April, this year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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