The number of copies of popular London listings magazine Time Out distributed across the Capital in its first month as a free title has surpassed all expectations, reaching 305,348 in total throughout October.
Of that number, 172,000 copies were hand distributed by a 250-strong team from The Network, Menzies Distribution’s field marketing company which specialises in managing free publications.
Time Out is now handed to passers-by at 130 London Underground stations as well as key public transport intersections. Copies are also available from cafés, bars, shops and tourist attractions.
Time Out’s Managing Director, Magazine, Greg Miall said becoming a free title was a ‘logical step’ for the magazine and that hand delivery now accounted for the majority of distribution.
He said: “Our research showed there was huge demand for a free Time Out in the Capital, and we felt it was the right time to increase the accessibility and availability of our magazine.
“We were keen to quickly seal our place within the free magazine market and we were confident that The Network’s experience and knowledge of the market in London would help us achieve our goals.
“Our faith in them has paid off. They have approached our project with enthusiasm and energy, and we’re delighted with what we have been able to achieve in such a short space of time.”
The Network, which hands out 1.46 million free newspapers and magazines in total each week including the London Evening Standard, Metro, Sport and Square Meal, continually monitors circulation figures for each title to ensure magazines are available in popular locations and so that supply always meets demand.
Sales and Marketing Director Sally Summerhayes said: “More and more publishers are beginning to see that hand distribution is a great way to increase awareness of a product, and Time Out’s free model has proven to be a success story.
“We are delighted to be working with an iconic brand like Time Out and the figures we have recorded show that free magazines can thrive with a team who are fully trained, vocal and engaged with the product they are distributing.”