Getting Away With It

The story of loaded is one of the most remarkable in British publishing history. When it launched in 1994 the men's magazine market was full of snooty and condesending fashion journals.
Irreverent, adventurous and above all funny, loaded hit the newstands like a publishing hurricane. Things would never be the same again.
Tim Southwell and his motley colleagues soon found themselves having the time of their lives. They wrote about whatever they wanted - a heady cocktail of football, great moments in life, going on holiday, girls, getting drunk and taking drugs - a shameless 24 hour celebration of life.
By the fifth issue loaded's circulation hit the 100,000 mark, making them market leaders. The team were as surprised as everyone else you could have the best fun ever and be successful! By 1998 the circulation has risen to an incredible 700,000 copies. How on earth did this happen?
Part One: In an intelligent and incisive book Tim Southwell traces the first three years of an incredible story. From the early days of playing golf in the office and fantasising about how great it would be if they really had their own magazine, to the night they won magazine of the year.
Part Two: After a two year sabbatical Tim returned to loaded as Editor-In-Chief. For the next two years everything was great. And then one day it wasn’t. On that fatefully day in Milan, it was clear that the party was over.