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In a time when many publications are folding their print editions in favor of digital ones, Time Out New York will be taking a gamble by switching to an all-free distribution model starting April 15th, according to the New York Post.
If this has got you scratching your heads (as it did ours), Justin Etheridge, the executive vice president of Time Out North America, believes that the move will eventually pay off. ToNY hopes to offset the loss of circulation revenue with a rise in ad revenues, which should occur with increased distribution.
This isn't the first time the publication has decided to go rogue with free distribution: When Time Out London switched to this format back in 2012, ad revenue increased by 45 percent in the first year alone.
Only time will tell whether the New York edition will be able to replicate that same success, but in the meantime, find the magazine at your favorite Barnes & Noble, gyms, and other residential areas for your free copy starting in two weeks.