Time Out, publisher of the London living guide of the same name,
has appointed its first PR consultancy, following a three-way pitch.
The Drum Consultancy will handle trade and consumer PR for the launch of
Time Out’s on-line shopping guide, as well as raising awareness of a
print version which is published in late June.
Karen Hughes, managing director of Drum, will head the account,
reporting to Gill Auld, marketing director at Time Out. The company has
used freelancers on a project basis in the past, and has appointed Drum
on an initial contract of four months.
Auld said: ’This project is an important step in bringing the brand
on-line and developing our internet offering. We’re doing everything
in-house, but it seemed PR would benefit from outside experience.’
The on-line shopping guide will be a database of 5,000 shops reviewed by
Time Out critics, along with a guide to the best 250 online shops,
covering areas from fashion to green shopping.
It will also feature an ’ask the editor’ section, competitions and
reviews from the public.
Time Out was first published in 1968, as a poster sheet folded to A5
size. It currently has an audited circulation of 94,143.