My campaign: The birth of Loaded, the first lads' mag, in 1994

When James Brown combined comedy, clubs, football and drugs into 'Arena edited by Hunter S Thompson', the lads' mag was born - and went on to define an era of irreverence and excess.

by James Brown

Please sign in or register to continue.

Sign In

Trouble signing in?

Reset password: Click here


Call: 020 8267 8121


  • Limited free articles a month
  • Free email bulletins

Register Now

Get 30 days free access to Campaign and recieve:

  • Full access to
  • Quarterly printed magazine
  • Bulletins, podcasts and member-only content, such as School Reports 2022
  • Event discounts to Campaign conferences 

Start your free trial

Need to activate  your membership?

Campaign Members
Click here >>

Marketing Society Members
Click here >>