Getting Away With It: The Inside Story of Loaded by Tim Southwell

To me loaded is right up there with Playboy in the 1950s and Rolling Stone in the 1960s. It changed the magazine industry completely and even more than that it weaved itself into the fabric of society.

Derek Harbinson, editor of loaded between 1997 and 1998.

Who remembers loaded magazine? During my weekly browse through amazon I came across a book called Getting Away With It: The Inside Story of Loaded by Tim Southwell. Along with the infamous James Brown (journalist not the singer) and Mick Bunnage, Southwell created loaded which was a publication that celebrated British men having the time of their lives. Unlike their counterparts, Arena, GQ, Esquire and For Him (later rebranded as FHM and found success as a loaded imitation) which took themselves very seriously, loaded took a lot of pleasure in making fun of themselves. The publication launched in 1994 selling just over 59,000 and went on to sell an almighty 400,000 plus in 1997. This was in an era where men's magazines were relatively new so it is no surprise that Southwell has touted loaded as the greatest magazine that the world has seen and of course being a respectable journo he set out to document his experience in a book which was published in 1998.

As a magazine junkie, I just had to read Southwell's memoirs so I could find out exactly what it was like being part of the loaded experience. I will admit that I was no loaded fan, I think I bought an issue when the magazine was at its peak to find what all the fuss was about but it did not speak to me. However, I did admire the spirit of the brand and the way it captured the current era. The mid nineties was the birth of Cool Britannia what with the explosion of Oasis, Euro 96 and loaded were right in the midst of it all and capturing it. The publication was so influential that not only did male magazines start copying them it also inspired the launch of female publications such as Minx that were aimed at ladettes. Tim Southwell and James Brown became friends in 1992 while celebrating their beloved Leeds United defeat Stuttgart in the European Cup in Barcelona. Whether it was the elation of seeing their team win or the high energy of all the drink and atmosphere in Spain but this got their creative juices going and they came up with an idea for a men's magazine.

Southwell takes us through his experience with loaded from working on the dummy in order to test the viability to working round the clock to launch the first issue and recruting talented writers, editors and designers. He also shares with us the highlights of working on a publication which was a huge cultural phenomenon and  gave birth to the lad culture which became a manifest of the 90s. Interviewing many a celeb and being interviewed by the media to talk about the success of loaded or on lad mania. He comments on what it was like being part of the loaded team with the plethora of titles at IPC towers and how inspiring it was to bump ideas with a crazy, wacky, creative bunch of like minded misfits. The book is a compelling look into the world of magazines especially the synergy it takes to run a successful one. Oh and let's not forget the politics that were involved and creative differences, Southwell bumping heads with Brown in the typical deputy editor does all the slog while the editor takes all the credit scenario. There are stories from members of the loaded crew such as Martin Deeson, Michael Holden and Bill Borrows. Southwell"s writing is just right and his prose is totally engrossing and I was hooked from page one. In addition, loaded really takes me back to the 90s when magazines were being launched all over the place and when things were pretty damm cool. loaded is still being published but is now a mere shadow of itself with circulation figures of 50,000 recorded this August.

Getting Away With It: The Inside Story of Loaded is available to buy from amazon.

Check out the clip above with James Brown from the Inspiring Entrepreneurs event at British Library, called Hot Off the Press from a few years back.

I HEART magazines

Well who would have thought that there was a credit crunch with all these magazine launches around. Over the past week or so I have read numerous stories about publications that are hitting the racks in the new year. It goes to show that no matter how harsh times get people still need their luxuries.

Well lets start with the newest kid on the block; Jamie magazine. Master chef and lead campaigner for healthy meals in schools, Jamie Oliver has gone and launched his own self titled, magazine. He has the TV shows, books, websites and now he has gone that one step further. Roll over Martha Stewart and Oprah, Mr Oliver is in town. Jamie magazine is a food and lifestyle publication that features over 100 recipes from Jamie himself and other top chefs around the world. Aesthetically, the publication is wonderful to look at with an amazing layout and wonderful photography. However, if it had just been an ordinary magazine I would not have given it a second look. This is for hard core foodie only or Jamie fans. Jamie is a bi-monthly publication.

Those who were unfortunate to catch Peaches Geldof's lame performance on her MTV documentary, Disappear Here might be interested to know that she has secured funding for the magazine. The documentary aired a few months back (read my blog about it here) and showed Ms Geldof launching a 'cool' urban magazine that covers in pop culture. With a mentor in James Brown, former Editor of the iconic, Loaded, Peaches launched the magazine earlier this month. Disappear Here is co-owned by James Brown, Bob Geldof and Peaches' manager, Andy Varley.

Another launch that is getting headlines by the hour is the cutely named, Love. Any mag with a name as cheesy as that (and I love my cheese) would be doomed by the start, however when you have the legend that is Katie Grand giving birth to you then anything is possible. Grand who brought us the phenomenal, Pop magazine was snapped up by Conde Nast a few months back to work on a title that was edgy and experimental. Love launches in February and the last I heard they had hired, former Heat editor, Mark Frith to be editorial consultant. Love will be a bi-annual publication.

Forget diamonds because it is apparent that magazines are a person's best friend.

Image from Creative Review

It's a 'magazines' life

Working on a magazine is glamorous. Sorry, let me correct that; the idea of working on a magazine can appear to be glamorous. However throw in the low pay, job insecurity, tight deadlines and long hours not to mention being amongst volatile characters and the industry starts to lose it's appeal. The perks can be high though such as free entry to practically any event in the land and abroad as well free goodies landing on your desk each day. So it is no wonder that people are so fascinated by mag land which has culminated to the huge success of The Devil Wears Prada and Ugly Betty. The concept went one stage further with the introduction of a reality show called, The Paper where a bunch of college kids put together a student publication. Now we have Stylista, upon us where we join Elle's Fashion News Director, Anne Slowey on her search for an assistant.

Today saw the airing of Peaches: Disappear Here on MTV One, a documentary that followed Peaches Geldof while she edits a glossy magazine called, Disappear Here. The publication is supposed to reflect Ms Geldof herself in that it is edgy, arty, trendy and covers arts and pop culture. As well as a mentor in magazine supremo, James Brown who founded lads mag, Loaded, Peaches was granted with a team of six writers, designers and advertising execs. The comments leading up to the programme about Madame le Geldof have not been good. To be blunt she has been described as a monster and beastly by media aficionados. and there have been complaints about her arrogant manner to her team. For those who don't know, Peaches Geldof is the second daughter of Sir Bob Geldof (a rock artist but more famous for being the founder of Band Aid and Live Aid) and the late TV presenter Paula Yates. After the tragic death of her mother, the Geldof daughters have kept a very low profile till a few years back when Peaches began to be papped out and about at glittery events. She was granted a column in Elle Girl (read editor, Claire Irvin's hilarious article on Peaches here) and NYLON TV and became known for her outspoken views. So it was no surprise to anyone when she expressed a desire to be a journalist and pretty soon she was approached to present a variety of TV documentaries. However, along the way Peaches has managed to rub people up the wrong way and make a few enemies. There is also a notion that she has only been given these wonderful opportunities due to her name rather than her talent.

Therefore you would be right in saying that this documentary would be a perfect way for her to dispel all these theories and show what a talented journo she is if not a fantastic person. Sadly, Peaches fails on both counts. She is rude and disparaging to her staff directly and during her voice overs. I almost winch when I hear her comments when she is describing their abilities. Her professionalism leaves a lot to be desired as she decides to leave midway through production to go to the States for a festival. Her argument being that she is covering the event for another magazine. Right! Well in the magazine game timing is everything so it might have been a good idea to inform her editor about the impending documentary so he or she could ask someone else to cover it. It is all rather bizarre considering that the programme is produced by her Dad's production company. Peaches: Disappear Here is very entertaining and extremely well made and shows a knowledgeable and passionate magazine team who are keen to learn and I loved watching it. The show would just be so much better without Peaches in it.