Brands back Time Out freesheet launch

Time Out London relaunches today (25 September) as a free weekly listings magazine featuring major advertising campaigns from several brands including Mastercard and Vodafone.

TimeOutPic
A marketing campaign launches today to build awareness for Time Out’s move into the freesheet market.

The magazine is scrapping its cover price after more than 40 years of paid-for-sales in a bid to broaden its reach amid an increasingly digital media marketplace.

Mastercard, Vodafone, HMV and Channel 4 are among several brands running advertising campaigns in this week’s issue to capitalise on the title’s expanded circulation. The publisher plans to increase distribution of the title from 180,000 initially, to 305,000 within three months.

An outdoor marketing campaign will launch alongside the magazine that includes promotions at London Underground train stations as well as activity at Westfield Stratford Mall.

The publisher will also target readers at key cultural locations, arts venues, bars, cafes, boutiques and shops and aims to replicate the success of London’s Standard newspaper, which went free in 2009.

It features a revamped layout and includes sections on ‘how to make the most of London without spending a penny’, music and film reviews as well as a weekly top ten section. The first issue has 72-pages and of those, 28 are full-page adverts.

Observers have noted that the magazine, which they called a milestone for the publishing industry, will need to identify a sub-audience of younger professionals if it is going to attract advertisers in the long term. It is hoped that the launch will capture the success of London’s Standard newspaper, which adopted a free model in 2009.

Time Out’s publication date will remain Tuesday. Stylist is distributed on a Wednesday, Shortlist on Thursday and Sport on a Friday.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now