A typical edition of
Loaded depended on a celebration of Bloke culture, including humorously recaptioned photographs (such as the "Pornalikes" section, in which readers were encouraged to send in photographs from porn mags or Internet screenshots showing porn actors with a disconcerting resemblance to otherwise squeaky-clean celebrities.) There would be long articles on lad culture, fast cars, extreme sports and serious drinking. The new tendency towards male grooming and the "metrosexual" look was touched upon, but apart from lucrative advertising tie-ins, was left for the competition, such as
Maxim and
Men's Health, to explore in detail.
A staple was the photo-feature in which C, B or occasionally A-list female celebrities were persuaded to pose for photo-features in minimal clothing. Whilst these rarely got beyond "cheesecake", there would very occasionally be a bared
nipple, sometimes toplessness. The magazine also championed the "nip-slip" photo in which female celebrities were caught accidentally baring something they thought was adequately covered. Any reader providing such content might receive the coveted
Good Work, Fella! accolade.