Loaded Revamps Classified Section For Advertisers

IPC Ignite’s flagship men’s lifestyle magazine, Loaded, has redesigned its classified section to make it more attractive for advertisers.

The relaunched section, which will appear in May’s edition of the magazine, will now be branded Loaded World and will feature its own logo and cover page. IPC Ignite claims that the redesign will create more concise directory that allows advertisers to achieve greater stand-out and readers to access information more easily.

Loaded World will also contain competitions, a detailed guide to classified advertising and various opportunities for reader interaction.

Commenting on the initiative, Sharon Kirby, head of sales for IPC Classified, said: “Loaded currently attracts the highest volumes of classified advertising within the men’s sector. Through the development of Loaded World, we are delivering both innovative solutions for advertisers and interaction with Loaded‘s readers.”

Analysis of Loaded‘s circulation over the last five years shows that the magazine, which is generally regarded as the original lad’s mag, has seen its popularity decline significantly since its heyday in the late nineties (see below).

The latest ABC results for the six months to December 2002 show that the title has seen circulation fall by 6% year on year to 290,214, down from 308,711 in the same period the previous year. However, figures from Nielsen Media research show that Loaded‘s display ad revenue increased by 2.8% during the same period to over £5.7 million (see FHM Sees Ad Revenue Slump Despite Circulation Increase).

IPC recently announced that Linda Genower, managing director of its women’s weeklies division is leaving the company just weeks after the appointment of Sylvia Auton as chief executive (see Genower Steps Down As Head Of Women’s Weeklies At IPC).

IPC Media: 0870 4445000 www.ipc.co.uk

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