The brand that invigorated the men's magazines market in 1994 has been refreshed and rejuvenated by Editor Martin Daubney to reflect the changing needs of men's magazine buyers more than a decade on.

Aimed at 16-30 year-old-men, Loaded presents the edited highlights of a young man's interests and aspirations: football, cars, grooming, gorgeous women and gaming in clearly signposted sections. One of the UK’s biggest selling men's magazines, Loaded is a monthly publication that has millions of readers monthly, selling at newsstands in Britain, USA, Australia and worldwide.

Loaded has a monthly readship of 1.4 million.

In May 2005 Loaded Editor Martin Daubney flew to Chernobyl, to hunt radioactive wolves deep inside the dead zone.

Other Loaded 'big stories' include competing in the Redneck Olympics in Georgia, shooting and killing our own alligator boots and joining Thailand's body collectors in Bangkok.
Hollywood pin-up and movie actress Carmen Electra was Loaded’s March 2006 cover star.

Other cover stars include UK stars Abi Titmuss, Jennifer Ellison, Kelly Brook and Keeley Hazell. In 2000, Loaded broke the Guinness World Record for the number of covers printed for the same magazine, selling 100 different options in one issue!