WHEN 'FREE" GOES WRONG

Yesterday I wrote about how Time Out Singapore will be adopting a free distribution model starting in December, and how the key to making this move a success will be a strong distribution network.
Here is one example from Thailand of how not to do it.
Cleo Magazine in Thailand, I think, is part paid-for and part free, but in this case they get a big fail from me for allowing one of their free distribution points to run out of copies. That should never happen.
Not only do readers not get their promised free copy, but there are also negative implications for the brand in the minds of its readers.
If all the free copies disappear in the first few hours, as I suspect, then this display stand is practically worthless for 13 days.