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Loaded is the original mass-market men's lifestyle magazine. Launched in 1994, the iconic title it became an award-winning publishing sensation, selling more than 450,000 copies at its peak. Relaunched under Editor Aaron Tinney in 2014, the publication focuses on men’s lifestyle through expert writing on motoring, culture, comedy, food, drink, as well as A-list interviews and investigative journalism.

History

1990s

Loaded was founded in 1994 by Mick Bunnage, Tim Southwell and James Brown, a former deputy editor of the music weekly New Musical Express. It was first published by IPC Media. The title of the magazine is believed to be named after the Primal Scream song of the same name. In its early days, the magazine's readership was once memorably described as "50% Sun readers and 50% Guardian readers".

Loaded won the prestigious PPA Magazine Of The Year Award two times in a row, in 1995 and 1996. In 2007, Loaded was voted 49th in Industry website goodmagazine.com's Top 51 Magazines of All Time list, for the "Smartest, Prettiest, Coolest, Funniest, Most Influential, Most Necessary, Most Important, Most Essential, etc."

2000s

Loaded was edited by Martin Daubney from August 2003 to October 2010. Between 2003-2006, Loaded won numerous industry awards for design and journalism, including 'best designed fashion pages' at the Magazine Design Awards, for a spread of dogs photographed wearing jewellery. Loaded staff writer Jeff Maysh won five industry awards for journalism, including MJA Feature Writer of the Year, and PTC New Monthly Consumer Journalist of the year.

2010s

Loaded was bought by its current owner, independent publishers Simian Publishing Ltd in 2014.[

Relaunch

Loaded relaunched for its twentieth anniversary in 2014 under editor Aaron Tinney. Tinney appointed Lia Nicholls as Deputy Editor, making her the first female with an editor role at the magazine. The relaunch also saw Tinney take the title back to its iconic roots. Since 2014 he has appointed columnists including John Niven, Howard Marks, Julie Burchill, Peter Crouch, Donal MacIntyre and Jack Dee. In an interview with BBC Radio 4’s Woman’s Hour on the relaunch of the iconic publication, Tinney said the magazine was a celebration of quality writing. In a feature for The Independent Deeson compared Tinney to James Brown, the original "iconoclastic" Loaded editor. In February 2015 Loaded posted an ABC figure of 30,510, making its readership 122,040. It was the first time in two-and-a-half years Loaded had posted an improved ABC figure. Loaded is currently expanding its distribution in America.

Notable Cover Stars

Al Pacino (November 2014) Idris Elba (December 2014) Ben Affleck (January 2015) Kasabian (February 2015) Lea Seydoux (March 2015)

Awards

In 2015 the relaunched Loaded was nominated for two PPA (Professional Publishers Association) Awards. Editor Aaron Tinney was nominated for Gamechanger Of The Year 2015 and Simian Publishing was nominated for Best Media Owner For New Talent.

References

1. Loaded magazine founder James Brown has joined Sumo.tv | Media | MediaGuardian Template:WebCite
2. Interview: James Brown, the former editor of Loaded magazine | Business | The Guardian Template:WebCite
3. GOOD Magazine | Goodmagazine - The 51 Best* Magazines Ever Template:WebCite
4. Martin Daubney: My Life In Media", The Independent, 9 October 2006 Template:WebCite
5. "I hit the jackpot - with help from lottery winner's auntie", Press Gazette, 14 August 2007 Template:WebCite
6. About Loaded, Official website Template:WebCite
7. Loaded has fourth owner in three years with plan for more 'stylised and subtle' approach
8. "Young Men's Attitude To Women". bbc.co.uk. 26 December 2014. Retrieved 3 March 2015.
9. independent.co.uk. 4 September 2014 has ditched the raunchy covers - but is it time for the men's magazine to just let go? http://www.independent.co.uk/news/media/press/loaded-has-ditched-the-raunchy-covers--but-is-it-time-for-the-mens-magazine-to-just-let-go-9712964.htmltitle=Loaded has ditched the raunchy covers - but is it time for the men's magazine to just let go?. Retrieved 3 March 2015. {{cite web}}: Check |url= value (help); Missing or empty |title= (help)
10. "Men's magazine ABCs, second half of 2014: Zoo halts decline and Loaded publishes new sales figure". pressgazette.co.uk. 12 February 2015. Retrieved 3 March 2015.
11. "New Talent Shortlist". ppa.co.uk. 10 February 2015. Retrieved 3 March 2015.

External links

• Official website

• Use dmy dates from June 2011
• British men's magazines
• Magazines established in 1994
• 1994 establishments in the United Kingdom
• British monthly magazines