Founding lads mag Loaded Magazine is to close down after 21 debaucherous years in publishing.
The magazine - famous for its testosterone-fuelled coverage of drinking, football and scantily-clad women - helped launch a flurry of magazines targeted at young men in the 1990s.
But free-falling sales figures amid the growth of online media mean owners Simian Publishing have called it a day.
Deputy editor Lia Nicholls confirmed April's edition, released this week, would be its last, despite promoting an "all new look and content".
Loaded's heyday included contributions from Hunter S Thompson, Irvine Welsh and Nick Hornby after first hitting magazine stands in 1994.
Welsh appropriately played a part in the final edition, pitching questions to Britpop icon Noel Gallagher.
Former editor James Brown tweeted his disappointment at the magazine's demise.