IPC to unload lad’s mag Loaded

IPC Media is poised to sell its monthly lad’s mag Loaded to Vitality Publishing, the publisher of Attitude magazine.

The independent publisher is thought to have approached IPC and the two publishers are in talks over the future home of the magazine.

One industry source speculated that the sale of the title was likely to go ahead.

An IPC spokesperson says: “We have received an offer from Vitality Publishing and we are in discussions with them but we have no more comment at this time.”

Loaded launched in 1994 and was the UK’s first major lad’s mag, but it has been haemorrhaging circulation since its peak in the 90s.

In the latest set off ABC figures Loaded saw a 26.3% fall over the year to just 53,591 copies – a 24.8% in the six months from January to June.

Rival monthly men’s title FHM, published by Bauer Media saw an 18.1% on its circulation year on year to 192,586 – a 16.7% six-month drop.

Weekly lad’s mags Zoo and Nuts also saw a fierce decline, down 21.6% and 16.8% respectively.

Men’s magazine Front and cinema magazine Hotdog were bought by newly-formed independent Kane from Sport Media Group (SMG) for £87,500 in August last year. At the time Kane owner Dominic McVey said: “As an independent we believe we can be nimble and opportunistic, empowering the team to build on the success to date and collectively realise the brand’s ambitions both in print and online.”

Earlier this week, IPC announced that its former CEO Sylvia Auton is returning to resume her leadership role in January 2011.

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