Loaded journal gears up for a ‘digital rise up’

Easily offended and overly sensitive? Then look away now, because Loaded magazine is back, and it’s as brassy and as boisterous as ever. 

The legendary lads’ mag is launching a new digital platform for the not-so-modern man who refuses to conform to current masculine stereotypes – nine years after it went out of print. 

Billed as a digital rebellion, Loaded online enters a vastly different social, environmental and political landscape – but remains unchanged and unrepentant in the tone that helped turn it into one of Britain’s biggest and bestselling magazines.  

Located at www.loadedworld.com, the newly launched outlet is a space for straight talk, epic experiences, and a community that aims to celebrate who men really are. 

Stating their intentions, Loaded say ‘we now live in a world dominated by the dopamine-hungry, craving the gratification so cheaply given by the appearance of a red splodge on social media, saying we have been validated by our peers. 

‘For too long, we been cheated by ‘content creators’ feeding us dreck and short-changing us with inferior morsels of cultural sustenance. Where is the love? Where is the passion? Where is the unbridled enthusiasm for the above average, the astonishing and the absurd?’ 

In homage to their first print publication in 1994, the Loaded team have recalled original cover girl Elizabeth Hurley for a busty 30th anniversary spread and accompanying video, in which she goes topless. 

The 58-year old actress, currently promoting new film Strictly Confidential, shows off her cleavage in a loosely worn white shirt while posing for its official relaunch. 

The video finds her partially clothed and lounging provocatively across a large double bed.  

Loaded was one of the original lads’ mags, famed for its coverage of music and sport – and its shots of scantily-clad women.

At its height, the title was one of the leading players in the booming sector, commanding a six-figure readership.

But the final print edition, which came out on March 26 featuring Noel Gallagher and novelist Irvine Welsh – was the last.

Deputy editor Lia Nicholls revealed the closure on Twitter in a post which included pictures of the first and last editions of the magazine. 

She wrote: ‘The very first and unfortunately the last issue of @loadedmag. Sad day. Loved every minute.’ 

At times during its 21 year life, Loaded ran into controversy attracting criticism over the number of scantily-clad women it included in each edition.

Circulation fell as it went through a number of different ownership changes, but after a relaunch last year, Loaded said it would be ‘far more discerning and sophisticated’ in its depiction of women, the BBC reports.

The Telegraph reports that circulation topped 500,000 for its 50th edition in June 1998.

But sales plummeted to about 35,000 in 2011, the last officially audited figures for the magazine.

It was one of a number of lads’ magazines that became popular in the 1990s along with the likes of FHM and Maxim and, later, Nuts and Zoo.

The magazine’s publisher Simian said in a statement: ‘As of the current April issue, published on March 26th, Loaded will cease to trade as a printed magazine.

‘We would like to pay tribute to our customers, staff and especially our contributors and editorial team.’

One of its initial 1994 launch editors, James Brown, told his Twitter followers that the closure was ‘a pity’ adding: ‘The last team seemed to have made a real go of it.’

The 30th-anniversary issue of Loaded is available for online subscription from May 15.