In the late 1990s, Loaded magazine was the brash, rowdy and wildly successful epitome of the British lads’ magazine. Half-naked women adorned its covers and crude, funny blokes filled its pages. At its height, in the second half of 1998, it sold an average of 457,318 copies a month. By 2010, that figure had plummeted to 53,591. Today, Loaded barely limps on in a re-booted edition and its offspring, Nuts magazine, was killed off in 2014. In the same year, Loaded’s American soulmate Maxim was sold for between $10m and $15m, a fraction of what it was worth in 2007 when it was sold, along with Blender and Stuff, for $250m. FHM stopped publishing in the US in 2006.