IPC Media is set to sell Loaded magazine to Vitality, publisher of Attitude magazine. Vitality Publishing, which also publishes Women's Fitness, has tabled a bid for the lads' title, which was one of the defining magazines of the 1990s but has suffered big circulation drops in recent years. Although the Loaded publisher is yet to formally accept the offer, IPC is understood to have informed staff about the bid and begun moves towards a formal consultation with its employees.
Something for everybody?
Loaded had an average monthly sale of 53,591 in the first half of this year, down 26.3% year on year and 24.8% on the previous six months, according to the latest ABC magazine figures. Loaded once dominated the men's magazine sector, along with Bauer Media's FHM, but the sector is now led by Natmag Rodale's Men's Health and two free titles, Shortlist and Sport. Vitality Publishing was sold to Financial One Securities in June this year.
A spokesman for IPC Media said: "We have received an offer from Vitality Publishing and we are in discussions with them but we have no more comment at this time." A spokeswoman for Vitality Publishing added: "We can confirm we have begun discussions with IPC about the potential purchase of Loaded. At the present time we do not think it is appropriate to make further comment."
And they all lived happily ever after.
