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Time Out Singapore goes for free distribution model

Time Out Singapore magazine will be distributed for free to all readers across Singapore from December 2015.

According to publisher’s of Time Out Singapore, Mongoose Publishing, the move follows the overwhelming success of a trial free distribution and ‘Week of Free’ activation in September, which resulted in a surge in visibility, commercial engagement, reader interaction, and social media followers to add to monthly online traffic over one million page views.

Time Out Singapore print magazine will become the first Asian edition of the events and entertainment publication to use the free circulation model. Time Out has already become a free magazine in London and New York with great success.

This means, in addition to the current print run of 50,000, another 100,000 copies will be given free to local Singaporeans every month. To do this Time Out Singapore will enlist a street force of 60 brand ambassadors to hand out copies of the print magazine at MRT stations around town and the CBD.

Time Out Singapore editor, Iliyas Ong said:

“It all began with our ‘Week of Free’ campaign. We distributed 100,000 copies of our September issue for free (in addition to our 50,000 newsstand copies), and worked with many brands to offer free deals and promotions to our audience. This led to a surge in our readership and a record number of people engaged – not only with Time Out Singapore and our clients, but with the city itself. That’s what Time Out is all about.”

Group CEO Graham Paling said: ” Having a mass free print magazine lets us develop stronger, more engaging communications with our audience. Having a larger distribution and a wider audience allow us to offer much more to our clients and the brands we work with. We are now looking to work closer with our clients on creative solutions, from cover wraps to dressing our distributors in branded apparel, and other campaigns.”

Most recently, managing director of Mongoose Publishing, Russell Channon left the company after 13 years with the team.He was responsible for launching global platforms such as Esquire (Malaysia & Singapore), Time Out (KL, Singapore and Penang) and several other magazines.

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