The London listings magazine has seen subscriptions soar from 21,275 to 29,500 in 2004 after a five-pronged direct marketing strategy including online campaigns, direct mail, telemarketing and subscription cards in the magazine.
The most successful of the ventures was the direct mail force-free trials and self-mailer subscriptions. A force-free trial in January accounted for a rise of 4.8% in response rate or 2,400 subscriptions while a second trial in April led to a 2.4% increase in response or 1,450 subscriptions. A self-mailer with a subscription offer generated a rise of 1.4% or 1,352 subscriptions.
Polly Knewstub, Time Out direct marketing and subscriptions manager, said: "Time Out has taken a long-term view of the value of making subscription growth a core element of our circulation strategy."
Time Out magazine was started in 1968 by Tony Elliot while a student at Keele University, using £75 given to him by an aunt as a birthday present. Today, its circulation stands at 87,110 copies sold each week, with a weekly readership of 328,000.
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