IPC To Boost Loaded With Biggest Promotion To Date

IPC Ignite is aiming to boost sales of its men’s lifestyle magazine, Loaded, by backing the special ‘Summer Of Your Life’ issue with its biggest promotion to date.

June’s issue of the magazine will feature a range of free gifts and promotions, including a Nestlé Yorkie bar, a pack of Listerine oral care strips, free entry to any First Leisure club, a packet of Preforma Durex and a voucher to receive a free bottle of Carlsberg Export.

Readers will also be given the chance to win one of 50 holidays to Ibiza, an F1 car driving experience and ten pairs of tickets to some of this summer’s biggest music festivals.

‘The Summer Of Your Life’ issue will also be promoted by an ad campaign on MTV and the Galaxy Network, as well as SMS and email marketing targeting over 150,000 potential readers. A Loaded microsite, which can be found at www.loadedsummer.co.uk, has also been specially created to support the promotion.

Commenting on the initiative, Loaded‘s marketing manager, Clair Porteous, said: “”This is the first promotion of its kind for Loaded and signals a move away from the standard sexy girl supplements, with the emphasis being on delivering more to our target market. It’s a new concept using all the classic marketing tools.”

Loaded, which is generally regarded as the original lad’s mag, has been hard hit by the downturn that has gripped the men’s magazine market over the last few years. The latest ABC results for the six months to December 2002 show that the title has seen its circulation decline by 6% year on year to 290,214, down significantly on the sales in excess of 400,000 that it achieved during its heyday in the late nineties.

Earlier this month Loaded redesigned its classified section to make it more attractive for advertisers (see Loaded Revamps Classified Section For Advertisers).

IPC Media: 0870 444 5000 www.ipc.co.uk

Recent Magazine Stories from NewsLine Dennis Linked With Move For IFG Hachette Filipacchi Announces Editorial Shake-Up At Red Future Expands Digital Portfolio With New Launch

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left