Many publishers are adding digital fees for customers to read their online papers and magazines but in print some are abandoning their cover price, hoping the free circulation will drive up readers and gain a larger advertiser interest by doing so. Time Out Group has decided to drop it £3.25 magazine price during the Olympics and are distributing free copies on the capital’s streets. From this autumn, the magazine will be given away at London Underground stations in zones one and two. Going free is repeating a trick performed successfully by London paper the Evening Standard. Abandoning cover price requires beefing up ad sales efforts, but the Standard has managed to make more money by reaching more readers.
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