1. Now Then Audience
Vs
Time Out
Audience and Distribution

2. Now Then
Target Audience
An Audience Readership Survey carried out
by Now Then revealed that 88% of readers
were aged 16-35 showing that they are clearly
attracting their target audience of “older-
teens”. This also gave a real insight into the
lifestyle habits of their readers; it is said that
• 64% of readers eat out at least once a
month
• 77% of readers buy from independent
shops over chains
• 48% of readers attend music events weekly
This will vastly help in terms of targetting
advertisements towards their target market as
having an in depth knowledge of who is
reading your magazine will give you a direct
link to connecting with your audience. This
factor is especially important and Now Then
is a free magazine and relies solely on revenue
generated through advertisement sales.

3. Time Out
Target Audience
Similar to this, an Audience Readership
Survey carried out by Time Out magazine
presented that 58% of all readers are
between 15 and 44 years old which gives
their magazine a wide range of ages to
target successfully and to make unbiased
content. This survey also conveyed that:
• 48% are male and 52% are female
• 78% are ABC1 Classification
This shows that the content of a magazine
to appeal to an unspecified target audience
clearly needs to draw readers in. As 22%
are not of the ABC1 classification it could
be said that the Uses and Gratification’s
theory of Escapism could be applied. This
would now be easier to attain as Time Out
London became a free opposed to a paid
for magazine in September 2012 which
indicates towards a dying medium and
demand.

4. Now Then
Distribution
Despite being of a free status Now Then
magazine does not compromise on quality;
being committed to using the highest possible
standard of print quality they put themselves at
top standard for attracting new readers. Their
current distribution comprises upon 500 pick up
locations throughout the City with an average
of 3 distributions per month to ensure their
latest issue is always available. With an average
readership of 40,000 city-wide it is an
important aspect of the magazine to keep to its
journalistic roots rather than an advertisement
and thus puts a cap at 1/3rd of its content to
advertising space.
Overall this way of connecting and interacting
with the wants of the readers creates a strong
and tightknit community of readers.

5. Time Out
Distribution
As a paid for title the magazine saw
its lowest ever readership figures in
2012 with 49,000 readers, almost
half of its peak in the 90s.
Although, after becoming a free
title it saw its audited figures rise
dramatically to 305,348 in just its
first month.