London Underground (LU) is to test market local magazines for different regions of the city from the end of this month. Called localtube, the magazine will be the local version of the existing Tube magazine.
The A5 “mini-magazine” will be distributed initially at Willesden Green, Dollis Hill and Kilburn stations, with an initial print-run of 20,000 copies. John Brown Citrus Publishing (JBCP) has been appointed to produce the magazine. The title will include updates on Underground lines and a local events diary.
A spokesman for LU says: “The Tube is an essential part of all of London’s local communities and the local tube magazine is a recognition of that fact. Until now, our publications have focused on London as a whole, but we realise that different areas of the city regard the Tube and their local stations in different ways.”
The Tube magazine, which was launched last month, is meanwhile searching for a contract publisher. The incumbent JBCP has been invited to repitch (MW October 31).
The decision to launch Tube was made earlier this year, following a successful trial among 8,000 Underground users. The trial issue was distributed in April to people who bought Travelcards online at ticket-on-line.co.uk.