IS FREE THE ANSWER FOR PRINT?

High-profile magazine Time Out Singapore will move to a free distribution model across the city-state from December.
The move follows what the publisher, Mongoose, described as “overwhelming success of a trial free distribution” last month which resulted in a surge in visibility, commercial engagement, reader interaction and social media followers to add to monthly online traffic of more than one million page views.
But is free distribution the answer, and why is such a well-known brand moving down the free route?

The award-winning publisher is following in the footsteps of Time Out’s sister editions in London and New York which have already adopted the free distribution model. It took over publication of the magazine three years ago.
The Singapore publisher said it will triple the current print run to 150,000 copies, and will hand our copies of the magazine at mass-transit stations around the city.

DISCLOSURE: I am Group Editor and responsible for Thailand-Property magazine which is also operates a free distribution model. The key for any magazine – whether paid for but especially in the case of free – is its distribution channels. Without those you lack the visibility and, of course, the brand awareness.
Clearly the publishers of Time Our Singapore were not prepared to consider switching to a totally online offering for the brand – and I suspect the reason for that is because of the revenue to print still produces in Singapore, and also in Thailand and elsewhere in Southeast Asia.
It's also a 'revenue distribution' issue. Its competitors will not like the fact this is happening with Time Out Singapore and have less than three months to adapt - of they can.