culture in the documentary Live Forever: The Rise and Fall of Brit Pop. 2000s Loaded had a circulation of 350,000 in 2000. The publication was edited by Martin Daubney from August 2003 to October 2010 with the sales supported by DVD girl themed covermounts and the price being reduced temporarily to £2.50. Daubney resigned when he became a father. Between 2003 and 2006, Loaded won industry awards for design and journalism, including 'best designed fashion pages' at the Magazine Design Awards, for a spread of dogs photographed wearing jewellery. Loaded staff writer Jeff Maysh won five industry awards for journalism, including MJA Feature Writer of the Year, and PTC New Monthly Consumer Journalist of the year. After the launch by IPC in 2004 of Nuts, announced as the world's first men's weekly, Emap quickly followed with Zoo. Loaded changed its policy of a few years earlier and increased its depiction of female nudity. Standard industry practices for news' vendors were revised in March 2006 after an agreement was reached between the National Federation of Retail Newsagents and the Home Office following concerns that lads' mags were within the reach of children. The result was that Loaded found itself displayed on the top shelf next to copies of Penthouse and other pornographic magazines. The circulation declined: in the first six months of 2007, Loaded recorded a 35% drop in circulation compared to the first half of 2006. 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. In 2007, Loaded was voted 49th in a poll organised by industry website goodmagazine.com's for the Top 51 Magazines of All Time, for the "Smartest, Prettiest, Coolest, Funniest, Most Influential, Most Necessary, Most Important, Most Essential, etc." In the May 2008 issue of Loaded the editorial team had to print an apology to Heinz after claiming in an earlier issue that Heinz had produced a version of alphabetti spaghetti especially for the German market that consisted solely of tiny pasta shaped swastikas. 2010s IPC Media sold Loaded, along with SuperBike, to Vitality Publishing in 2010. Circulation figures had been dropping year on year by 26.3% and had declined to 53,591 at the time of the sale. In the second half of 2011, the last year for which figures were known at the time of the magazine's