There’s a certain irony that Loaded, the magazine credited with sparking the lad’s mag boom under editor James Brown, announced it was closing last month, just as the BBC drew the curtains on Jeremy Clarkson’s tenure fronting Top Gear. Loaded is closing, with the last issue, dated April, published on March 26.
Loaded was launched by IPC (now Time UK) with the strap line ‘For men who should know better.’ It seems incredible now, but Loaded and its arch rival FHM once shifted more than a million copies a month between them. The better-selling, babe-infested FHM even topped Cosmopolitan, then the best-selling women’s monthly, in the sales stakes.
And Loaded was not just influential in its sector, it rode the wave of irreverence led by Viz (1979) and TV series such as Men Behaving Badly (1992) to help pave the way for the likes of Jeremy Clarkson and the BBC’s TV mega-hit Top Gear (2002). Emap furthered the trend not just by buying up and relaunching the 1985-founded FHM but also by bringing out Minx in 1996 – ‘For girls with a lust for life’. Furthermore, Loaded‘s design attitude spread throughout the magazine industry, both in the UK and overseas.
However, IPC sold Loaded in October 2010 to Vitality. Although its sales once regularly exceeded a quarter of a million, IPC offloaded Loaded as part of a sale of several ‘niche’ titles. In truth, Loaded had been dead on its feet for a long time, the latest in a line of lad’s mags to bite the dust. Yet, they helped expand the mainstream men’s magazine sector, which is now more vibrant than at any time.
It just seems a shame that, even as Clarkson goes out with a bang, the equally loud-mouthed Loaded is going out with a whimper.