At the most recent circulation audit, the ABC reported that Time Out's circulation had fallen 6.9% year on year, to 84,486, from 90,779.
The relaunch -- which will see the magazine shrink to a slightly smaller format -- will be supported by a £100,000 advertising campaign, which will debut on February 27. It will bring the London edition in line with international editions such as Time Out New York.
The ad campaign will include a poster campaign on London Underground, and in targeted London areas, and a radio campaign with media planning and buying handled by Total Media.
Inside the magazine there will also be some changes, following research among Time Out readers. Sell Out will be renamed Consumer and will incorporate shopping, health and travel as well as increased coverage of eating and drinking in the capital. London living will be given more space, with particular emphasis on property issues and health.
The revamp follows extensive reader research on the London edition. These findings were reinforced by a group-wide study of the Time Out brand by design agency Wolff Olins, hired last September to look at the title's brand positioning.
Time Out London is facing increasing competition from listings publications such as the Guardian's Guide and the Evening Standard's Hot Tickets, which are given away free with their sister newspapers.
Time Out was launched in 1968 by Tony Elliot as an A5 fold-out sheet selling 5,000 copies. It is now published in 35 cities around the world.
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