- 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 to go travelling after 18 months in the job.
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 his role at KLP has focused on co-ordinating and managing commercial partnerships and sponsorship for the Spice Girls' SpiceWorld tour. He was instrumental in the band's deals with Pepsi, 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 spin-off title Loaded Fashion.
Robert Tame, Loaded's publishing director, said: "We have a number of exciting plans for Loaded, and Adrian will be at the forefront of further developing the brand and building on the incredible success the magazine has enjoyed ever since its launch."
Pettett is expected to capitalise further on Loaded's appeal. He said: "Developing the brand and building on Loaded's success as we move towards a new decade is a fantastic opportunity and one that I can't wait to start."
IPC is known to be planning a handful of new launches, and the continued success in the men's magazine market means observers anticipate more activity from the Loaded stable.