Porn star purchases Loaded magazine
Loaded, the lad’s magazine, has been purchased by multi-millionaire porn star Paul Baxendale-Walker, following the once popular magazines descent into administration.
Baxendale plans to launch two TV channels carrying the Loaded brand as well as upping the ‘girls and glamour’ content of the mags, which have suffered a precipitous circulation decline from around 350,000 in 2000 to just 35,000 today.
A firm believer that X marks the spot Baxendale will marry his own adult business to introduce more Page 3 style content in a bid to boost readership.
It will also see a 1970s light entertainment style station launched alongside a separate adult channel.
Speaking to the guardian Baxendale said: “There are very good synergies between Loaded, the brand and assets and the multimedia companies that I already own. Loaded is a lifestyle magazine. I guess I live the Loaded lifestyle. Girls, cars, money, helicopters and fun, fun, fun. Although I don't have a particular football team I follow."
Loaded had been in the hands of administrators Cooper Young after its former owners, Vitality Publishing, racked up £1m in debt.