Time Out Magazine, the weekly arts and entertainments listings title, is reacting to its falling circulation figures by changing to a “portable format” on February 27.
The July to December 2001 Audit Bureau of Circulations (ABCs) posted a decline of 6.9 per cent year on year and a drop of 2.5 per cent in the period, to a circulation of 84,486.
The smaller Time Out, measuring 273mm x 20.6mm, will be slightly bigger than Glamour, the A-5 handbag-sized Condé Nast title.
The format coincides with a rebranding of the magazine as Time Out London. The rebranding will be supported by a poster and radio campaign.
The poster campaign has been created by a freelancer and the radio ads by Radioville agency. Media buying and planning is through Total Media.
The March 6 issue of Time Out will carry a one-month discount card offering readers 50 per cent off some of London’s most exciting venues and attractions.
Time Out publisher Lesley Gill says the editorial content of the magazine has also been streamlined, with greater focus on London living, including features on health, property and fashion.
Additionally there will be Time Out London branded shop fascias on 80 newsagents.