34 mins, 1996        Sexist, pornographic or just a good laugh? In just under two years, Loaded became Britain's best selling magazine for young men. The film traces the roots of Loaded's success. It includes interviews with the publishers who backed it and the journalists who produced it. Crucial to its success are the "lads" who buy it. But why do they like it? What are the attractions? Do they just buy it for the pictures of girls? The publishers claim Loaded has redefined the market in men's magazines and has set new standards in lively, modern journalism. Its critics, on the other hand, accuse it of flagrantly exploiting women. Some accuse it of being pornographic. What are the commercial reasons behind the magazine's rise to the top of the publishing pile? Is it all a question of supply and demand?