The circulation declined: in the first six months of 2007, Loaded recorded a 35% drop in circulation compared to the first half of 2006.New Statesman – The dark world of lads' mags In February 2010, Loaded received an ABC circulation figure that was down "just 2% over the period," compared with what Media Week called "eye-popping falls" for its competitors.John Reynolds "Magazine ABCs: More pain for established lads' titles", Media Week, 11 February 2010
