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IPC’s Loaded Appoints Daubney As New Editor

IPC’s Loaded Appoints Daubney As New Editor

IPC’s flagship men’s lifestyle magazine, Loaded, has appointed Martin Daubney as its new editor following Scott Manson’s decision to step down to launch a new youth title.

Daubney joined Loaded in February 2003 from the News of the World, where he edited the paper’s sexy sports page, Sin Bin. Prior to that, he was editor of Page3.com and has been features editor of FHM.

Commenting on his promotion, Daubney said: “I am knocked out to be taking over the most famous and iconic name in men’s magazines. Scott is handing me a great team and a brilliant editorial package and I have a ton of new ideas of my own.”

Manson added: “I have had an amazing two and a half years on Loaded and we have made some great editorial progress in that time. But now I’m ready to go it alone with my own idea and I need to dedicate all my time to making it happen.”

Eric Fuller, group publishing director at IPC Ignite, said: “Scott has edited some excellent issues of Loaded and led his team from the front. We appreciate all his hard work, respect his decision to develop his career outside IPC and wish him every success with his new venture.”

The latest ABC results for the six months ending June 2003 brought bad news for Loaded, which experienced a 15.2% year on year decline in circulation to below the 300,000 mark, despite recently launching its biggest promotion to date (see IPC To Boost Loaded With Biggest Promotion To Date).

Analysis of the title over a longer period shows that circulation has declined significantly from its heyday in the late 1990’s when the lad’s mag phenomenon was at its height and Loaded sold over 450,000 copies.

Earlier this year Loaded redesigned its classified section to make it more attractive to advertisers. The new-look Loaded World section also contains competitions, a detailed guide to classified advertising and various opportunities for reader interaction (see Loaded Revamps Classified Section For Advertisers).

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

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