The Objective:
After a large number of years as a paid-for-magazine, in September 2012, Time Out London decided to meet the demand for a quality free entertainment magazine across London. JYL Hand to Hand was set the challenge of creating and managing a distribution plan across London for the magazine on a weekly basis.
The Solution:
JYL Hand to Hand implemented a weekly distribution plan to cover 140 stations across London. In order to maximise distribution and to reach the weekly circulation target, JYL Hand to Hand set in place 250 staff to hand distribute copies across the city. The first free issue, launched on 25th September 2012, was a huge success and generated several pieces of positive national news coverage. Since the new launch, we continue to manage the distribution on a weekly basis, often well exceeding the initial circulation target. JYL Hand to Hand have also worked closely with Time Out on ad-hoc promotions.
The Impact:
As a result of JYL Hand to Hand’s management of the campaign, Time Out is able to certify their distribution figures to ABC, the distribution governing body, enabling them to increase advertisement revenue. The magazine was also awarded Best UK Media Brand - Media Week 2013 and short-listed for Best Cover of the Year 2012 (launch issue) - PPA Awards.
Download the case study PDF
