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Loaded pushes Kama Sutra issue with die-cut cover

LONDON - IPC Media is attempting to boost sales of its lads magazine Loaded by featuring a die-cut female shape on the front cover of the magazine, drawing attention to its 32-page Kama Sutra supplement.

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The 2003 Kama Sutra issue, which goes on sale from December 9, includes a guide to celebrities' top sexual positions. The issue will be supported by PR and a nationwide fly-poster campaign.

Niall McKinney, IPC ignite! head of marketing, said: "This is yet another example of editorial, marketing and production working as a team to deliver innovative packing promotions which we know drive sales. This promotion is one of Loaded's best."

The issue will also include pictures of Page Three girls including Nicola, Sarah-Jayne and Leilani, who have been photographed especially for the magazine.

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