The London edition of Time Out, the weekly listings magazine, is scrapping its cover price this autumn to become a free-distribution publication in the hope of boosting circulation to 300,000 a week from 50,000.
Time Out, which began in London in 1968, now has editions in 37 cities across 25 countries around the world. It carried out extensive research among advertisers, readers and nonreaders before deciding to drop the £4 price.
Executives are thought to hope that advertisers will pay higher rates for space in Time Out London once it reaches an audience six times its current size.
