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Loaded, first published by IPC in 1994, is a Britishmarker magazine for men that is considered to be the "original lads' mag". Its motto is "For men who should know better".


Loaded was founded in 1994 by Mick Bunnage, Tim Southwell and James Brown, a former deputy editor of the music weekly New Musical Express. In its early days, the magazine's readership was once memorably described as "50% Sun readers and 50% Guardian readers". Brown has described the irreverent comic Viz as an inspiration for Loaded (and he later bought the comic when he founded the company I Feel Good). Brown's fanzine Attack On Bzag can be seen as a precursor for Loaded, as can music journalist John Robb's Rox fanzine, which heavily influenced Brown and Loaded with its frenetic style and humorous use of captioned photos.

Loaded captured the lad culture of the 1990s like no other magazine; its glorification of British male "rogues" (Liam Gallagher, Oliver Reed, Paul Gascoigne etc.) was only outstripped by its fondness for titillating photoshoots with nubile C-, B-, and occasionally A-list celebrities. However, early covers led on male icons for film and TV - Gary Oldman was on the first cover.

The Loaded style has been cloned numerous times, most obviously by Emap's FHM and Maxim, which became the biggest-selling men's magazine in the US for Dennis Publishing. Loaded also influenced women's monthlies, with Emap launching Minx, "For girls with a lust for life". In January 2004, IPC launched the weekly Nuts, announced as the world's first men's weekly, and Emap quickly followed with Zoo.

Loaded won the prestigious PPA Magazine Of The Year Award an unprecedented two times in a row, in 1995 & 1996

In 2007, Loaded was voted 49th in Industry website's Top 51 Magazines of All Time list, for the "Smartest, Prettiest, Coolest, Funniest, Most Influential, Most Necessary, Most Important, Most Essential, etc." Despite its influence, sales have dropped in recent years. In the first six months of 2007, Loaded recorded a 35% drop in circulation compared to the first half of 2006.

Launch Deputy Editor & later Editor, Tim Southwell, wrote about the early years of Loaded in Getting Away With It (Ebury Press, 1998). James Brown discussed the title at length and the impact it had on '90s culture in the documentary Live Forever: The Rise and Fall of Brit Pop.

Loaded today

Today, Loaded is edited by Martin Daubney, who was behind the title's relaunch in April 2005 and is now the longest-serving editor of the title, having been in the job since August 2003.

See also


  1. Loaded bounces back | Media | MediaGuardian
  2. Phwoarr: the naked truth about bad lad mags - People, News -
  3. BBC News | UK | Lads' reading matter
  4. Loaded magazine founder James Brown has joined | Media | MediaGuardian
  5. Interview: James Brown, the former editor of Loaded magazine | Business | The Guardian
  6. All in the worst possible taste | | Arts
  7. BBC News | BUSINESS | 'Lad-father' tackles Viz sales slide
  10. The rise and rise of the laddery from `Loaded' | Independent, The (London) | Find Articles at
  11. GOOD Magazine | Goodmagazine - The 51 Best* Magazines Ever
  12. Martin Daubney: My Life In Media - Media, News -

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