23 August 2010 08:26
IPC Media is to sell the monthly lad's magazine Loaded, after sales dropped by a quarter in the first half of the year.
The publishing company is in exclusive talks with Vitality Publishing, who own the gay men's magazine Attitude.
Figures published by ABC recently revealed that Loaded's circulation fell by 24.8 per cent between January and June.
It has recently tried to enter into the products market, launching a 'power shot' drink intended to boost performance in the bedroom.
However, its circulation saw a steep decline in the previous decade, with cheaper competitors now also facing difficulties.
Other men's magazines have seen circulation spiral, with Nuts, Zoo and FHM falling by more than ten per cent each over the same period.
Commenting on the talks, a spokesperson for Vitality Publishing said: "We can confirm we have begun discussions with IPC about the potential purchase of Loaded.
"At the present time we do not think it is appropriate to make further comment."
Posted by Stanley Jack
