Loaded: one of the biggest lads’ mags returns – these are the challenges it will face

By Chris Hackley, Professor of Marketing, Royal Holloway University of London
Rungpaka Amy Hackley, Senior Lecturer in Marketing , Birkbeck, University of London

Tell the lads. After a nine-year hiatus, Loaded magazine is back. Actually, don’t tell the lads, tell their dads. According to executive director Danni Levy the relaunch is to target the original buyers, only now they’re “living happily at home with their wife and kids”.

The magazine brand that blew apart political correctness…

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