The owner of gay magazine Attitude is in talks to buy ‘lads’ mag’ Loaded.

Although popular in the 1990s, Loaded has seen its share of the market slip heavily in recent years. It is currently owned by IPC Media.

In the second half of 1998, it sold 457,318 copies a month but figures from the first six months of 2010 show average monthly sales of 53,591.

According to the Guardian, Vitality Publishing, which also publishes Women’s Fitness, has made a bid to buy the men’s title.

IPC Media has not yet accepted the offer but is understood to be moving towards a formal consultation with its employees.

Spokespeople from both companies said discussions were underway and IPC Media confirmed Vitality had made a bid.

Vitality Publishing was owned by Interactive Publishing until recently. It was sold to Financial One Securities for £421,616 earlier this year