'Ice has a bad reputation in some parts. It is seen as sleazy, as the link between pornography and the lads mags market,' Halford said.
Instead, he wants the Select Media magazine, which will continue to be aimed at the 18 to 25-year-old male market, to be 'a Loaded for the 21st century'.
He said: 'Loaded was a great idea, but no one has moved it on. Ten years ago we didn't have DVDs, the internet, mobile phones and lapdancing clubs.
'We live in a multi-cultural society and want to incorporate influences from America, the Indian subcontinent and the Caribbean. We are going to be doing a lot more on electronic gadgets and any new products that are relevant to young men. Let us know about them.'
Halford was previously freelance, working for Cabal Communications's Front and IFG's Jack. He replaced Ted Thornhill, who has 'decided to move on', Halford said.