03/07/2005 10:13:00 PM 
The brand has successfully exploited a niche that one might have expected to die because of the Internet.
Instead, Time Out has thrived because it concentrates on doing its job extremely well. It prides itself in being authoritative and comprehensive. With so much rich detail on what to do in a given week, in any particular city, all available in one convenient location, it illustrates exactly why, despite living in the digital age, magazines can still play an important role in our lives.
For many Time Out, aficionados, Time Out is the indispensable guide to the week ahead and something they carry with them at all times. It's almost as if its presence and physicality inspire them to get the most out of the city they live in. This is a type of experience, that is not yet, readily available on the Internet.
With the battle lines are being drawn for share of media,the magazine industry is feeling threatened and in response, the industry association, the MPA have just launched a new ad campaign highlighting the power of the relationship that we all have with magazines.
Time Out is a great example of a magazine that has an indispensable relationship with its readers. It fullfills a real need for all young city dwellers and although it could be easily copied, Time Out makes it tough by being comprehensive.
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