Loaded’s new owner plans TV channel launch

Men’s mag Loaded has been bought by millionaire pornographer Paul Baxendale-Walker, who plans to extend the brand into TV channels.


Baxendale-Walker plans to merge the Loaded business into Blue Media Group, his existing media and porn business. He will also launch a mainstream TV channel likely to include content such as comedy programmes, as well as a channel with more adult content.

It is not known how much the deal is worth.

The title was sold after its owner Vitality Publishing called in administrators after stacking up £1m of debt with creditors, less than two years after buying the magazine from IPC Media.

Loaded’s circulation has dwindled since its peak in the 90s and fell 30% year-on-year to just under 35,000 at the end of 2011, according to its ABC audit.

Nuts, the lads’ mag still owned by IPC Media, launched a TV channel in 2007 but it was taken off air after two years.

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