IPC Media confirms Loaded and niche sell offs

IPC Media has confirmed the sale of flagship mens magazine Loaded, along with other niche titles, to Vitality Publishing

There has been speculation for some time over the sale of Loaded, which originally launched in 1994.

Loaded, along with Superbike, Prediction and Hair, will now be sold to Vitality.

A statement from IPC Media confirms there will be no interruption to the publishing schedule of the titles.

This latest IPC announcement follows the confirmed sales of Guitar & Bass, Web User, Model Collector, Stamp Magazine, Aeroplane, MiniWorld, and Ships Monthly over the past few weeks.

Paul Williams, IPC Inspire managing director, says: “Loaded, Superbike and Prediction are all iconic brands in their sectors, consistently delivering to the passions of their readers. Vitality is a great new home for each of the titles.”

London-based Vitality Publishing includes Attitude, Perfect Hair, Hair Now and Women’s Fitness among its portfolio. Transferring staff will move to Vitality with immediate effect.

Peter Hatch of Vitality Publishing adds: “We are delighted to have been successful in acquiring these iconic brands and anticipate an interesting and rewarding future ahead as we work together with the professional teams on each of the brands, in both maintaining the high reputations of their brands and developing them to meet the demands of the fast changing and exciting world of magazine publishing.”

In April, IPC Media announced it was to embark on a strategic review of its specialist magazines.

Chief executive officer Evelyn Webster stated that in order to develop “multi-platform offerings” it might sell smaller titles “where they would have a stronger strategic fit and will therefore benefit from greater focus.”

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 customerservices@marketingweek.com

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