Loaded magazine, one of the so-called “lads’ magazines” of the mid-1990s, is to close down this week, publisher Simian said.
Analysis: David Sillito, BBC media and arts correspondent
Drinking, football, drugs, music and pictures of girls usually wearing only underwear or less, Loaded defined the “lad” culture of the 1990s. But things have moved on. Sales have in 15 years fallen from 350, 000 to around 30, 000. Its weekly rival Nuts has already gone under.
However, that does not mean the market for girls, games, gadgets and a visual mixture – of funny, revolting and humiliating pictures has died – it’s just migrated to Facebook, Youtube, Twitter and hundreds of other websites.
The Lad Bible, for instance, is only three years old but is in Britain receiving (according to Alexa web analytics) more web traffic than the two leading online papers – the Daily Mail and The Guardian.
Magazine culture is dying not “Lad Culture” and you can see it every time you log on.