The guide to what's on in London has held up well in the face of competition from free listings magazines in newspapers, such as The Knowledge in Saturday's edition of The Times.
Its latest ABC (July-December 2003) was 87,110, up 1.1% period on period and 1.9% year on year.
However, consumers do not tend to buy the magazine on a regular basis. Time Out currently uses leaflets and money-off inserts to persuade readers to subscribe, but the appointment of HHM marks a shift toward brand-led marketing.
HHM's brief is to increase regular sales by persuading opinion formers to subscribe, who will then influence others to do the same.
A campaign will run across direct mail, telemarketing and online. Activity will begin in the next few weeks and will initially target consumers in the workplace.
Time Out is targeting businesses in those sectors that tend to employ opinion formers, such as publishing, music and marketing.
The campaign is based on the premise that people source information about what to do in their free time from individuals whose views they respect.
In August 2002, Time Out hired communications agency Michaelides & Bednash on a project basis to help position it as more than just a listings magazine. However, it has not retained a marketing agency since then.
Time Out publishes more than 90 titles globally and this year has launched in two further cities, St Petersburg and Mumbai.
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