The rise and rise of the laddery from `Loaded'

James Brown, the father of Laddism and the editor of the phenomenally successful men's magazine Loaded, has turned his attention to the more staid men's monthly GQ.

Mr Brown, 31, announced yesterday that he is leaving Loaded to become editor of the upmarket GQ which sells over 200,000 fewer copies a month than Loaded.

Conde Nast, publisher of GQ, denies that Mr Brown is planning to change their magazine in order to chase the sales of Loaded.

However, Nicholas Coleridge, Conde Nast's managing director, confirmed that Mr Brown would take the magazine closer to the style it had under Michael Vermuelen, who died two years ago from a drug overdose. Since then the magazine has been edited by the more cerebral Angus McKinnon who resigned from Conde Nast yesterday.

Loaded was launched by IPC Magazines in 1994 with target sales of about 40,000. In the last six months of 1996 its audit sale was around 375,000 and the latest issue are understood to be selling more than 400,000 copies a month.

Mr Brown said: "I won't talk about Laddism and all that bollocks, that shows a lack of understanding of what Loaded is about. I'm not a 25-year- old loafer any more, I'm confronting new things in my life now and GQ will give me much greater scope.

"I want to make the magazine very exciting and funny and full of commanding journalism. It is a natural step on."

Mr Brown and Tim Southwell, both former pop music paper journalists, came up with the Loaded concept and convinced IPC to publish it.

Mr Brown's appointment should inevitably mark a change of direction for GQ. It was launched in the UK in 1988 and stayed stubbornly under the 100,000 sales mark until the men's style magazine market took off on the back of Loaded's success. It has risen steadily to 150,000, but has been eclipsed by EMAP's FHM, which was redesigned in the Loaded mould and is now selling close to 500,000 copies a month.

Loaded is famous for its fixation with naked women, alcohol, drugs and football. Its early journalistic innovations have included a Biscuit of the Month review and a comparison of snack foods, called the Crisp Olympics.

The magazine's editorial staff has made no secret of their love for mind- altering substances, but Mr Coleridge denies he is concerned about James Brown's reputation. "After all we haven't employed Will Self," he said.

Loaded, the sit-com Men Behaving Badly and Nick Hornby's novel Fever Pitch have been credited with creating a culture of Laddish behaviour characterised by a taste for sex, lager and football. However, many argue that Laddism is a media label for something that always existed. Whatever the arguments, the effect has been that even the more up-market men's magazines, such as GQ and Esquire, have been forced to increase the amount of flesh on their covers and in their pages.

Lads' magazines have even been credited with WH Smith's decision in January to withdraw soft-porn magazines from its top shelves because Loaded and FHM had affected their sales.

The lads' magazines have attracted a host of imitators, including Maxim from Dennis publishing and specialist spin-offs such as IPC's Loaded for foodies, Eat Soup, and Stuff, Dennis publishing's "big boys' toys" magazine.

Mr Brown is expected to leave Loaded in the summer. A replacement has yet to be found but David Lancaster, editor of Eat Soup, and Martin Deeson, deputy editor of Loaded, are tipped to succeed him. The changing men's market has caused a switch-around in editors for all the main men's titles. Mike Soutar left FHM last month to become managing director of Kiss FM while Peter Howarth moved from Arena to Esquire to replace The Independent on Sunday's editor, Rosie Boycott.

Start your day with The Independent, sign up for daily news emails
News
Sir David Attenborough
people
Life and Style
Young girl and bowl of cereal
food + drink
Arts and Entertainment
Henry VIII played by Damien Lewis
tvReview: Scheming queens-in-waiting, tangled lines of succession and men of lowly birth rising to power – sound familiar?
Sport
football
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
Arts and Entertainment
'The Archers' has an audience of about five million
radioA growing number of listeners are voicing their discontent; so loudly that even the BBC's director-general seems worried
News
i100
Arts and Entertainment
Ready to open the Baftas, rockers Kasabian are also ‘great film fans’
musicExclusive: Rockers promise an explosive opening to the evening
Life and Style
David Bowie by Duffy
fashion
Arts and Entertainment
Hell, yeah: members of the 369th Infantry arrive back in New York
booksWorld War Z author Max Brooks honours WW1's Harlem Hellfighters in new graphic novel
News
advertisingVideo: The company that brought you the 'Bud' 'Weis' 'Er' frogs and 'Wasssssup' ads, has something up its sleeve for Sunday's big match
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Tradewind Recruitment: English Teacher

Negotiable: Tradewind Recruitment: This post arises as a result of the need to...

Tradewind Recruitment: Class Teacher Required ASAP In Uminster

£120 - £150 per annum: Tradewind Recruitment: I am recruiting on instruction o...

Ashdown Group: Head of Finance - Financial Director - London - £70,000

£70000 per annum: Ashdown Group: Head of Finance - Financial Controller - Fina...

Ashdown Group: Marketing Executive - Wimbledon, SW London

£24000 - £28000 per annum + benefits: Ashdown Group: Marketing Executive - Wim...

Day In a Page

Isis hostage crisis: Militant group stands strong as its numerous enemies fail to find a common plan to defeat it

Isis stands strong as its numerous enemies fail to find a common plan to defeat it

The jihadis are being squeezed militarily and economically, but there is no sign of an implosion, says Patrick Cockburn
Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action

Virtual reality: Seeing is believing

Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action
Homeless Veterans appeal: MP says Coalition ‘not doing enough’

Homeless Veterans appeal

MP says Coalition ‘not doing enough’ to help
Larry David, Steve Coogan and other comedians share stories of depression in new documentary

Comedians share stories of depression

The director of the new documentary, Kevin Pollak, tells Jessica Barrett how he got them to talk
Has The Archers lost the plot with it's spicy storylines?

Has The Archers lost the plot?

A growing number of listeners are voicing their discontent over the rural soap's spicy storylines; so loudly that even the BBC's director-general seems worried, says Simon Kelner
Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Scientists unearthed the cranial fragments from Manot Cave in West Galilee
World War Z author Max Brooks honours WW1's Harlem Hellfighters in new graphic novel

Max Brooks honours Harlem Hellfighters

The author talks about race, legacy and his Will Smith film option to Tim Walker
Why the league system no longer measures up

League system no longer measures up

Jon Coles, former head of standards at the Department of Education, used to be in charge of school performance rankings. He explains how he would reform the system
Valentine's Day cards: 5 best online card shops

Don't leave it to the petrol station: The best online card shops for Valentine's Day

Can't find a card you like on the high street? Try one of these sites for individual, personalised options, whatever your taste
Greece elections: In times like these, the EU has far more dangerous adversaries than Syriza

Greece elections

In times like these, the EU has far more dangerous adversaries than Syriza, says Patrick Cockburn
Holocaust Memorial Day: Nazi victims remembered as spectre of prejudice reappears

Holocaust Memorial Day

Nazi victims remembered as spectre of prejudice reappears over Europe
Fortitude and the Arctic attraction: Our fascination with the last great wilderness

Magnetic north

The Arctic has always exerted a pull, from Greek myth to new thriller Fortitude. Gerard Gilbert considers what's behind our fascination with the last great wilderness
Homeless Veterans appeal: Homeless in Wales can find inspiration from Daniel’s story

Homeless Veterans appeal

Homeless in Wales can find inspiration from Daniel’s story
Front National family feud? Marine Le Pen and her relatives clash over French far-right party's response to Paris terror attacks

Front National family feud?

Marine Le Pen and her relatives clash over French far-right party's response to Paris terror attacks
Pot of gold: tasting the world’s most expensive tea

Pot of gold

Tasting the world’s most expensive tea