The Metropolis

5 ways that Time Out can save itself from oblivion

Darren Atwater | Wednesday 20 July, 2011 16:18

The Time Out logo is almost as an iconic symbol of London as the Underground’s roundel yet I fear for the magazine’s health. It’s been years since I bought one, and much longer than that since I bought one for a reason other than to see why I am not buying it any longer.

It’s not that Time Out isn’t taking steps – they are changing editors, they are merging the New York and London companies, founder Tony Elliot sold half to a Bermuda-based venture fund and they have guys flogging the mag Big Issue style for half-price at tube entrances.

And yet. It’s not enough. However, Snipe is always happy to help so here are five things that will help out the geezer.

1. No more features on burlesque, cupcakes, or vintage fairs
Maybe they had great success with a Riot Grrl edition in 1994, maybe someone on the feature desk is especially twee but it’s time to let them go.

2. No more multiple covers
Selling your magazine like a collectible comic book is embarrassing enough, but the subjects chosen lately for the multiple cover treatment is just as cartoonish: Twilight (above), Harry Potter, Banksy…

3. Cancel the Paris and New York special editions
You have an entire line of terribly great guide books for cities around the world, why are you devoting a few issues a year of your London listings guide to cities that aren’t London?

4. Sex up the boring stuff that matters
You know what is really boring? Writing about sex and drugs. What people want to read is the stuff of daily life: transport, borough politics, schools. Time Out used to blow the doors off on that kind of coverage, the kind that connects the magazine with the city it used to love.

5. Go Free
Shortlist and Stylist have shown that free magazines don’t need to be tiny magazines, shoddily printed on cheap newsprint. A concise guide to the week’s events with Time Out’s critics handed out on Thursdays will send a shockwave through London’s promoters and put a smile on the faces of your advertisers who, by now, must hate reaching more tourists from Muncie and Medicine Hat than Hoxton hipsters.

Glad to help.

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