Name	Loaded
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Loaded was founded in 1994 by Mick Bunnage, Tim Southwell and James Brown, a former deputy editor of the music weekly New Musical Express. In its early days, the magazine's readership was once memorably described as "50% Sun readers and 50% Guardian readers". Brown has described the irreverent comic Viz as an inspiration for Loaded (and he later bought the comic when he founded the company I Feel Good). Brown's fanzine Attack On Bzag can be seen as a precursor for Loaded,[citation needed] as can music journalist John Robb's Rox fanzine, which heavily influenced Brown and Loaded[citation needed] with its frenetic style and humorous use of captioned photos.

Loaded captured the lad culture of the 1990s like no other magazine; its glorification of British male "rogues" (Liam Gallagher, Oliver Reed, Paul Gascoigne etc.) was only outstripped by its fondness for titillating photoshoots with nubile C-, B-, and occasionally A-list celebrities. However, early covers led on male icons for film and TV - Gary Oldman was on the first cover.