Loaded moves into social networking
IPC is considering launching a user-generated content and social networking site around its lads' magazine Loaded.
This follows the publisher's recent launch of MyNuts, a social
networking site and brand extension of its weekly lads' title Nuts,
which IPC claims is already attracting four million page impressions a
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Eric Fuller, group publishing director of IPC Ignite, said the launch of
a Loaded social networking site is a "credible idea". He added that
social networking brand extensions would only be a good fit for some of
its youth magazine brands.
It is understood that the Loaded social networking site would follow a
similar template to MyNuts, allowing users to create customised profile
pages, upload photos and videos, plus make friends with other users.
The creation of a social networking site would help draw in additional
readers to Loaded. Circulation of the printed version fell 29.2% year on
year, to 115,065, according to the latest ABC figures for the period
between July and December 2007.
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