Loaded, the lad's read that revolutionised the men's magazine market when it launched in the UK in the mid-90s, is coming to Malaysia. The local edition, which launches next month, will have an initial print run of 35,000.
Its UK format - bare flesh on the covers and irreverent editorial - attracted a string of copycats after it launched; FHM and Maxim among them. Ironically in Asia, it's the pioneer that is now following a route set by FHM, which arrived in Malaysia in the late '90s and has a circulation of 25,000.
The market has two other men's lifestyle titles - Men's Review and the Malay-language Maskulin - but the battle for readers and ad budgets will essentially be fought between the UK rivals. Loaded Malaysia is a joint-venture between UK publisher IPC and Knowledge Media, a new publishing company.
Knowledge is also planning to launch a Singapore edition in a few months time. Chief executive, Daniel Goh, who helped launch FHM's Malaysian edition, is positioning Loaded as the superior read, citing its stronger editorial line-up and better paper stock.
He also believes that having 70 per cent of editorial sourced from the UK magazine will ensure Loaded retains its original vitality, while giving it an edge over its competitor. "The competitor may have lost its flavour with too much localisation, he adds.
But the bottom line is how far the local edition will stray from its UK sibling, since the market's stricter social climate will inevitably impact tone and content.
The rules for publishers in Malaysia are pretty clear - no nudity, profanity or "promoting a morally degenerate lifestyle", which is essentially what Loaded in the UK does on almost every page.
A media agency source notes: "The readers Loaded is targeting would enjoy this type of editorial. The authorities, however, are more cautious as we are a Muslim country. We think Loaded will have to tone down their editorial. This happened to FHM as well. Their editorial is much safer now compared to their launch issue and a lot tamer compared to the UK."
Loaded's publishing challenge will be to delicately balance local mores against the need to maintain its audacious character. Goh says the title will practise self-censorship. "Loaded is not about sex and sexy pictures.
It's about the interests of young men in sports, nightlife, travel and leisure, gadgets."
Loaded is targeting men aged 18-35 and the launch issue has 30 ad pages with blue-chip advertisers such as Nokia, LVMH and Sony.
