Time Out's renewed focus

London listings title Time Out has been relaunched this week with a
renewed focus on London issues and living. The changes, introduced by
editor Gordon Thomson, reflect the magazine’s attempts to win back
readers in the face of stiff competition from newspapers listings
guides such as The Guide.

Thomson, who was recruited from
Observer Sports Monthly 11 months ago, said: “It was clear that Time
Out needed a bold vision – one that would reconnect the magazine with
its original proposition as a great read and a vital everyday reference
for Londoners.

“In short, we needed to think beyond
celebrity-oriented features to reverse the magazine’s long-term decline
in sales as a result of increased competition from national press
listings, free newspapers and online information sources.”

The
relaunch and redesign will be marked by a 14-week ad campaign on the
London underground, Time Out’s largest ad spend in 10 years. Designed
by Mother, it will consist of seven executions promoting two issues
each – a first for a UK weekly media title.

Time Out currently has a circulation of 88,851, according to latest ABC figures.

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