Lads’ magazine Loaded is set to have a complete brand rehaul with a larger A4 sized magazine and the creation of a new ‘pint-sized’ edition which goes on sale from December 31st.

The former IPC title, which was sold to Vitality publishing in October, will be published on improved A4 cover stock from the February issue onwards. The publisher will also launch a travel-sized edition - measuring 244mm x 173mm - called Loaded Pint Size. The content of both magazines will be identical and will carry a cover price of £3.90, 30p more than its price at IPC.

The smaller Loaded edition will be nationally distributed with promotions in WHS High Street, WHS Travel, Asda and Shell. It will be on sale at a total of 1,120 stores. The publisher will increase the distribution of the smaller version if it is popular with consumers and is also in the process of both re-branding the website and launching an iPad app. A spokesperson for Vitality Publishing said: "We wanted to create a handy, travel-sized version of the magazine that people weren't embarrassed to read on the train".

MEC Opinion: Loaded, an extremely successful lads’ mag in the ’90s, like many others in the male-oriented sector has fallen on hard times in recent years. At its last audited circulation, the title was down 26.3 per cent year on year and 24.8 per cent period on period.

The introduction of the 'pint sized' version is nothing new as we’ve seen many publications test this in the past. While we expect it to have an initial impact, ultimately, we don't feel this is likely to stop the continuing circulation decline - especially as it will now cost the consumer more to buy.

A frequent comment heard is that men's magazines are in decline as consumers can now find the same content for free on the web. With this in mind, the wider online and phone app developments could prove vital in ensuring this established brand continues to play a key part in the lives of its readers.