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| Loaded gets digital relaunch by new owner | Loaded gets digital relaunch by new owner |
| (about 3 hours later) | |
| Lads’ mag Loaded is to get a new lease of life as a digital publication dropping the scantily-clad girls of its heyday in favour of classier content including an interview with Hollywood actor Colin Farrell in its first edition. | Lads’ mag Loaded is to get a new lease of life as a digital publication dropping the scantily-clad girls of its heyday in favour of classier content including an interview with Hollywood actor Colin Farrell in its first edition. |
| Loaded, which once boasted sales as high as 350,000, was closed in March after 21 years by its latest owners Simian Publishing. | Loaded, which once boasted sales as high as 350,000, was closed in March after 21 years by its latest owners Simian Publishing. |
| Loaded’s brand, archive and digital and social media assets – including Twitter and Facebook – have been acquired by the publisher of the Irish Post with the new-look title expected to go live on Wednesday. | Loaded’s brand, archive and digital and social media assets – including Twitter and Facebook – have been acquired by the publisher of the Irish Post with the new-look title expected to go live on Wednesday. |
| The digital edition has been given an overhaul to continue the reinvention of the title as a quality men’s magazine that began with the last eight print editions. | The digital edition has been given an overhaul to continue the reinvention of the title as a quality men’s magazine that began with the last eight print editions. |
| The final edition in April, which went on sale in March, featured ex-Oasis singer Noel Gallagher on the cover. Previous editions included Al Pacino, Luther and Wire actor Idris Elba and Ben Affleck. | The final edition in April, which went on sale in March, featured ex-Oasis singer Noel Gallagher on the cover. Previous editions included Al Pacino, Luther and Wire actor Idris Elba and Ben Affleck. |
| “The website is a continuation of the last incarnation of the magazine,” says Loaded editor Aaron Tinney, who worked on the print edition title in the last few editions before its closure. It is quality men’s magazine content online. There is a female focus, but not of the sort of Page 3 type stuff.” | “The website is a continuation of the last incarnation of the magazine,” says Loaded editor Aaron Tinney, who worked on the print edition title in the last few editions before its closure. It is quality men’s magazine content online. There is a female focus, but not of the sort of Page 3 type stuff.” |
| The first edition features an eclectic array of content including a “chat” with model Cara Delevingne, and interviews with Glastonbury founder Michael Eavis, feminist comedian Amy Schumer and a piece by novelist and former soldier Andy McNab on tackling Isis with “advertising and not airstrikes”. | |
| Loaded’s new owners, Color Company, were attracted to the value of the digital fanbase which includes about 60,000 Twitter followers and 500,000 Facebook fans. | Loaded’s new owners, Color Company, were attracted to the value of the digital fanbase which includes about 60,000 Twitter followers and 500,000 Facebook fans. |
| A slick, new version of Loaded.co.uk will debut on Wednesday and the social media presence will be revamped on Twitter, from @loadedmag to @loadedonline, Facebook, Instagram, Pinterest and Google Plus. | A slick, new version of Loaded.co.uk will debut on Wednesday and the social media presence will be revamped on Twitter, from @loadedmag to @loadedonline, Facebook, Instagram, Pinterest and Google Plus. |
| Tinney said that the new Loaded is not set to try and cash in on a viral type model to drive traffic. | Tinney said that the new Loaded is not set to try and cash in on a viral type model to drive traffic. |
| “We are not looking for viral stuff like a LadBible or sites like that,” said Tinney. “It’s about proper exclusive interviews and articles by experienced journalists.” | “We are not looking for viral stuff like a LadBible or sites like that,” said Tinney. “It’s about proper exclusive interviews and articles by experienced journalists.” |
| The team includes Jennifer O’Brien, former co-editor of the Sun’s Bizarre pages, as entertainment editor, as well as veteran music journalist John Earls. | The team includes Jennifer O’Brien, former co-editor of the Sun’s Bizarre pages, as entertainment editor, as well as veteran music journalist John Earls. |
| There will be a “classic” section of the site where readers can delve into some of the best bits of the original Loaded, including interviews with Gary Oldman and Robert De Niro. | There will be a “classic” section of the site where readers can delve into some of the best bits of the original Loaded, including interviews with Gary Oldman and Robert De Niro. |