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.”


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