Knocked out Loaded: men's mag suffers 30% sales drop

Monday, 20 February 2012 - 3:42pm

Loaded magazine's circulation fell to 34,505 in the second half of 2011, a vertiginous 30% decline on the same period the previous year.

The former darling of the 1990s men's magazine sector, bought from IPC buy Vitality Publishing in late 2010, was down 30.2% year-on-year, according to the latest Audit Bureau of Circulations figures for the six months to the end of December published on Thursday.

Loaded has shed more than 50% of its circulation since the second half of 2009, when it reported an average monthly sale of 71,251. At its peak in the late 1990s Loaded sold more than 450,000 copies per month and duked it out with FHM for the top spot in the men's magazine market.

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