IPC calls in old boy Adrian Pettett to be Loaded’s publisher

IPC Magazines has picked an ex-IPC marketer to be the new publisher of Loaded.

IPC Magazines has picked an ex-IPC marketer to be the new publisher

of Loaded.

The lads’ magazine has signed up Adrian Pettett to replace Luci Rathan,

who left in July.

Until 1996, Pettett was marketing manager of IPC’s NME, Melody Maker,

Muzik and Loaded. He left to join the KLP Music Sponsorship division as

project manager.

This year he has focused on co-ordinating and managing commercial

partnerships and sponsorship for the Spice Girls’ SpiceWorld tour.

He helped construct the band’s deals with PepsiCo, Polaroid, Aprilia,

Sony Playstation and Ericsson.

Pettett returns to King’s Reach Tower on 12 October. His arrival follows

Loaded’s own foray into brand extensions with its launch of Loaded

underwear and the spin-off title, Loaded Fashion.

Robert Tame, Loaded’s publishing director, said: ’Adrian will be at the

forefront of further developing the brand.’

Pettett said: ’Developing the brand and building on Loaded’s success is

a fantastic opportunity.’

IPC is planning a handful of launches and the continued success of the

men’s magazine market has led observers to anticipate more activity from

the Loaded stable.

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