There was almost a revolt in the West End this summer, when Mark Frith prepared to take editorial control at Time Out.
As editor of Bauer Media's ground-breaking celebrity weekly Heat between 2000 and 2008, the South Yorkshireman has been one of the most high-profile figures in the magazine industry for the past decade.
At its height in 2006, his coverlines were responsible for shifting, on average, nearly 600,000 copies of the magazine every week via the newsstands.
Television punditry, red carpet appearances and industry acclaim were the backdrop to Frith's editorship, and his name has become synonymous with celebrity and a particular type of irreverent, gossip-led journalism.
All of which made him an ideal presenter for the BBC's Liquid News show, but something of an anomaly for the hallowed chair of the institution that is Time Out.
The sea-change his arrival seemed to signal at the weekly lifestyle and listings magazine, even after four months as consultant editor, was not lost on staff, still bristling from redundancies at the start of the year.
"For some of the staff, the guy from Heat coming in and editing their magazine is their worst nightmare," Frith admits. "But that's because of a particular perception and me being associated with that. I've done lots of different things."
For his part, Frith has nothing but praise for the "absolutely incredible team" at Time Out, who "live and breathe this city".
And to dismiss him as somehow "editor-lite" underestimates his passion and ambition for the brand. He says: "I'm a pretty determined kind of person, and I want to make Time Out people's favourite read.
"I don't want people buying the magazine just because it tells them what's on at the cinema at the weekend. I want it to be their favourite magazine: the one with their favourite columnists and the most entertaining features, as well as being as ultra-useful as it has always been."
Time Out's position at the epicentre of the arts and entertainment scene in London is unrivalled, although not unchallenged. A rave review still has the ability to drive urbanites into theatres, galleries and restaurants, and promotions are responsible for people flocking to exhibitions, gigs and shopping centres.
Circulation slide
But despite 41 years of strong heritage, Time Out - like many print titles in the age of the internet and free newspapers - needs to reassert itself as an essential read or risk becoming irrelevant. Circulation slipped from more than 92,000 in 2006, to under 65,000 in the first half of 2009.
Taking control after sales have slipped by almost a third in three years is not for the faint-hearted. However, one person not surprised Frith has accepted the challenge is Julian Linley, who sat next to him at Heat for almost eight years.
Now leading Bauer's latest foray into TV, Linley says Frith's ability to connect with the reader and craft the perfect headline is second to none. He adds: "Mark absolutely loves London and he's always had a geeky obsession with the detail of entertainment. I believe he's already brought a brightness to the magazine that makes it feel more up to date and less worthy."
One of the 39-year-old's first major decisions was to axe its long-running, offbeat introductory column The Big Smoke, a move that did little to calm internal tensions.
"Maybe I want to ruffle feathers," Frith concedes. "This magazine is not going to stay the same in every single way. We need to sell more copies, and we want to do that in an exciting way that appeals to as much of London as possible."
He is unashamedly drawing inspiration from Time Out's sister magazine in New York. Since launching in 1995, Time Out New York has developed its own mix of city life that has made it a staple for many going out in the Big Apple.
Its average weekly circulation surpassed that of the London title long ago and - despite the depressed economy - has rocketed a further 24% in the past year to average 153,818.
Frith has already spent a week in Time Out's Manhattan office and has no qualms about adapting any element he believes will work this side of the pond. Readers can expect a bigger focus on London's dating scene for example, and there will be more emphasis on the "tribes of people" that make up the fabric of the city.
He also wants to build on the brand's association with food and plans to reintroduce the Student Guide, which was his first encounter with the brand when he moved to London in 1988. "From that point on, I saw London through Time Out's eyes," he says. "The magazine became really important to me."
Attention grabbing
The editor's immediate attention has been devoted to front covers, which he admits can be responsible for "big fluctuations in sales".
The process has involved the title trialling less conventional fare, such as its multiple-cover package for Take That, which Frith reports sold well, but "does not mean we will be treated like Smash Hits".
Other recent cover stars include Blur, Daniel Radcliffe and Anna Friel, but Frith stresses all were picked for more than their celebrity-status, adding: "I don't believe you are going to be seeing Kerry Katona on the cover any time soon."
Early indications suggest the new focus has struck a chord with both readers and potential advertisers.
Jane Wolfson, head of non-broadcast at media agency Initiative, has noticed "more interesting editorial, concentrated on a few articles rather than a big range". She also believes new advertisers will be enticed by Time Out's themed issues, which have a greater focus on the lifestyle side of the brand.
Ultimately, it is Time Out's sales that will determine whether "hiring the guy from Heat" has done the job, but then Frith's news-stand credentials speak for themselves.
CV
2009
Editor, Time Out
2008
Published The Celeb Diaries
2000
Editor, Heat
1995
Editor, Sky magazine
1992
Editor, Smash Hits
1990
Junior writer, Smash Hits
1989
Editor, Overdraft
1988
Music reporter for student magazine Overdraft
Born
May 1970 in Sheffield
Education
East London University
Lives
Primrose Hill, London
Marital status
Lives with partner Gaby and children Danny, nearly four, and Evie, eight months
Favourite magazines
Wired, Music Week, Radio Times, Heat and Grazia
Frith on...
Circulation goals: I'm not going to commit to doubling sales in the next 12 months because we are in a recession. Every editor worth their salt is looking at stopping declines and that has to be my aim as well. I hope to push forward with high-octane covers and more special events.
Digital activities: We have established ourselves pretty quickly as the portal of choice for people out and about in London. We have also had a lot of success with our weekly e-newsletter, and developing more links with the magazine and personalised content is on the agenda. There is no pay wall and there are certainly no plans to introduce one.
Free alternatives: Research and experience tells us people simply do not value free titles in the way they do Time Out. Consumers use freesheets to get them through a 20-minute journey. Time Out offers readers the whole of London and it will also make them laugh and entertain them.
Axing The Big Smoke: Not everyone on the team was happy when The Big Smoke went, and they are very keen to see what I deliver for the new opening section. But I'm fine with that. The team is very passionate about the magazine and has an interest in where it is going.