Launched in 1994, loaded quickly established itself as one of the most successful magazines of its time.
Cited as being at the forefront of 90s lad culture, in its original guise loaded was a celebratory magazine which featured a wide range of culture from football and extreme sports to music, film and comedy. Under the editorship of James Brown, it effectively heralded the rebirth of gonzo journalism in British writing, with features on Italian sex clubs and infiltrating Satanic cults.
Cover stars included Gary Oldman, Oasis, Kevin Keegan, Reeves & Mortimer, Cameron Diaz, Liz Hurley, Kylie Minogue and David Beckham. Columnists over the years have included Irvine Welsh, Donal MacIntyre, John Niven, Vic Reeves, Ricky Hatton, Andy McNab, Julie Burchill and Johnny Vegeas.
Within five years, circulation had reached over 500,000 copies a month. It continued to win industry awards for feature writing and consumer journalism and won the prestigious PPA Magazine Of The Year in 1995 and 1996.
In more recent years cover stars included Ben Affleck, Idris Elba, Al Pacino and Noel Gallagher.
- Company Name:Loaded
(View Trends)
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Headquarters:
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Office Locations:London
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10 - 50 employees
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Desktop Display, Mobile Display, Social, Email
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CPM
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Web Publisher
- Headline:Latest News, Sport, Entertainment, Women
- Self / Managed Service:Managed Service
- IndustriesClothing & Fashion, Entertainment, Food & Beverage, Gaming, Government & Politics, Sports, Technology, Travel & Leisure
- Key DifferentiatorOne of British publishing’s most instantly recognisable brands, loaded is back. With a stunning premium website, loaded has brought back the high-quality feel of the magazine’s earliest days to the digital realm, both with innovative journalism and as a home for highlighting video and photography at its best. Famed for its irreverent and scabrous attitude to life, the new loaded editorial team have recaptured the original magazine’s spirit and rebooted it for the digital world. Rather than copy the instant gratification feel of most current websites, loaded has already established itself as a home for in-depth revelatory longform interviews with both the biggest names in entertainment, whether with established mainstream names such as Stephen Spielberg, Michael Fassbender, Cara Delevingne and Tom Jones or from the cutting-edge box-set dramas like The Walking Dead, Game Of Thrones and House Of Cards. As in its original incarnation, where future stars like Elizabeth Hurley, Eddie Izzard and Tyson Fury gave their first interviews to loaded, our new incarnation champions comedians, musicians and actors on the cusp of major success, such as comedian Rob Beckett, singer Jack Garrett and actress Michaela Coel. Recognising that the world has moved on from the now-dated laddish ethos of the 90s, loaded’s investigations team highlight the realities behind the world of drugs, adult entertainment and crime. Oh, and there’s a shedload of jokes too, as well as breaking news exclusives: we were first to reveal in November that Adele is headlining Glastonbury, four months before it was officially announced, before exclusively naming two of the festival’s other stage headliners in January. In short, loaded is reborn as a quality magazine online. It’s the viral antivirus.
- 1493262 Global Rank
- 429227 United States
- 76.3 K Estimated Visits
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Search68.68%
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Direct17.92%
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Referrals7.79%
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Social5.60%
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Display0.00%
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Mail0.00%
- Russia 10.1%
- Textiles and Nonwovens
- Industrial Yarns and Sewing Threads
- Natural Blends
- Cotton
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Loaded works with Advertising technology companies such as Smart Adserver, Conversant, Openads/OpenX, AdMeld, DoubleClick.Net, AppNexus, Struq, Mediaplex, Intellitxt, Vibrant Advertising, The Trade Desk, Turn, Pubmatic, Rocket Fuel, Index Exchange, Criteo, Eq Ads, Digilant, Rubicon Project, AudienceScience, Yield Manager, Advertising.com, Proclivity, 161Media, Resonate Insights, Dstillery, Atlas, IponWeb BidSwitch, Switch Ads, SiteScout, Google Adsense, Google Adsense Asynchronous, OnScroll, Teads, eXelate, Videology, Adap.TV, Drawbridge, DynAdmic, SpotXchange, Burst Media, Eye View Digital, Sublime Skins, BlueKai DMP, BlueKai, Admedo, Tapad, ContextWeb, Avocet, Sovrn, UTarget, DoubleClick Advertising UK, ADTECH, Yahoo Small Business, Tacoda, Grapeshot.