Time Out magazine will be distributed for free in the capital - after more than 40 years as a paid-for title - as part of a major relaunch.
It is hoped the newly-designed entertainment publication, which will feature fewer listings, will turn around falling circulation at the title.
Time Out aims to distribute 300,000 copies of the free magazine each week.
Its editor, Tim Arther, told Sky News the decision to go free was a "bold move" by the company, which remains committed to print.
"In London, the context of the market is that people like free magazines," he said.
"So far the response from the advertising agencies has been really positive - we've sold out all of our advertising in the first couple of (free) magazines."
The capital's Time Out becomes the latest in a line of titles to go free, such as the Evening Standard, Metro, and Stylist and ShortList magazines.
Mr Arther added that the move will broaden the reach of the magazine, and better complement its website and mobile apps.
"Nearly five million people come to our website and read our editorial - people want to read Time Out's opinions on things,” he said.
"It's just they don't really want to pay a lot of money for that."
Founded in 1968, the cover price of the last paid-for issue of the magazine was £3.25.
It will now be distributed for free outside tube stations and will be available in museums, galleries, cafes and shops.
But it is only London's version of the publication that will be given away for free - all other Time Out weeklies will cost the normal amount.