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.
Since loaded relaunched in November 2015, the site has been focused on breaking entertainment news stories and having strong, punchy news lines in our interviews.
Our features across entertainment and sport are often in-depth with both established top names and breaking new talent. We believe that there isn’t currently an umbrella site offering highly informative interviews across all the fields of film, music, TV, sport and comedy.
This is coupled with seeking to update the original edginess of the original 1990s editorial voice offering a sharp wit in amongst the informative tone of stories, whether it be on human interest news stories or entertainment news and reviews.
In effect, Loaded is a halfway house between the disposable clickbait of some sites and the more pretentious, unrealistically aspirational lifestyle choices of others.
Head of Traffic
Loaded staff writer Jack Beresford has produced content for Lad Bible, Axonn Media and a variety of online sports and news media outlets.
Loaded staff writer Harry Fletcher has covered news, sport and entertainment for several major websites across the UK. Follow him on Twitter at @Harry__Fletcher
Danielle De La Bastide
Loaded staff writer Danielle De La Bastide has lived all over the planet and written for BuzzFeed, Thought Catalog as well as print publications throughout the Caribbean. Check out her blog, www.dandelionandcrusoe.com.
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114 The Strand
“Loaded” is a trading style and Registered Trade Mark owned by Downdaniel Investment Holdings Limited and licensed to The Color Company TM Limited.
A company registered in England and Wales at 27a Poland Street, London W1F 8QW. Company No. 05266481 Registration No. GB 849 7664 60.