London listings magazine Time Out has launched a second marketing drive with a series of advertisements on the London Underground, following a successful ad campaign last autumn that resulted in a sales increase in the ABCs in February.
The title was relaunched in September with a pledge to move away from generic celebrity covers and concentrate on putting the magazine back into the "hearts and minds of Londoners", launching live music events and film screenings in connection with the magazine.
The latest campaign, which was created by agency Mother, started on Monday and runs for 14 weeks, continuing the "this week/next week" theme introduced in last year’s campaign.
In the February ABC figures, the magazine showed a 1.4 per cent sales increase over the June to December period to 89,503 copies a week, while the campaign led to a 38 per cent increase in sales countrywide over the same period.
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Editor Gordon Thomson told Press Gazette at the time of the relaunch that the magazine had suffered from stiff competition from newspaper listings titles such as The Guardian’s The Guide.
Thomson was recruited from The Observer Sports Monthly in 2004 to inject new life into Time Out with a "bold proposition", and did so by axeing celebrity covers and focusing on the quirky and unique aspects of the City.
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