Attempts to revive Loaded fail, magazine to close after 21 years

Attempts to revive Loaded fail, magazine to close after 21 years
Attempts to revive Loaded fail, magazine to close after 21 years

Loaded, a trailblazer in the men's magazine market in the nineties, is to close after 21 years following an unsuccessful attempt to breath new life into the title by Simian Publishing.

The April edition of Loaded, on sale now with Noel Gallagher on the front cover, will be the last issue of the monthly magazine.

A statement from the publisher said: "As of the current April issue, published on March 26th, Loaded will cease to trade as a printed magazine. We would like to pay tribute to our customers, staff and especially our contributors and editorial team."

Britain's original mass-market men’s lifestyle magazine was relaunched last year with an attempt to steer away from the focus on soft-pornographic images that had come to define the title in the noughties, in favour of its lifestyle roots.

The new-look Loaded returned to the Audit Bureau of Circulations for the first time in the February 2015 report, and had an average circulation of just 30,000, down from highs of 350,000 in 2000.

Loaded is the latest men's magazine to close as a once booming sector on the newsstands has been completely disintermediated by the internet. 

One of Loaded's rivals, Front, was closed by publisher Kane in February 2014. IPC's weekly magazine, Nuts, closed last May, while Dennis Publishing closed the print edition of Maxim in the UK in 2009, the same year Bauer closed Arena.

Bucking the trend is Bauer’s Zoo, which reported a 10 per cent rise year on year to 32,449 in the last ABCs following the closure of its only weekly rival, Nuts.

A tweet by Loaded's deputy editor Lia Nicholls captured the moment:

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