The struggling magazine’s circulation will be increased from 15,000 to 300,000.

Long-running music weekly NME has announced a “major brand transformation,” which will see its published magazine given away for free at stations, universities and selected retail partners from September.

Launched in 1952, the magazine has struggled in recent years, with paid circulation dropping to just over 15,000. The free edition sees the magazine’s circulation increased to 300,000.

The brand’s owner Time Inc. today issued a statement citing NME’s early adoption of online and a strong global audience for the decision to take the magazine free, saying, “now is the right time to invest in bringing NME to an even bigger community for our commercial partners.”

“NME will dramatically increase its content output and range, with new original as well as curated content appearing across all platforms, including print. Other highlights will include an expansion in live events, more video franchises and greater engagement with users on new social platforms,” the statement continued.

Writing on the NME website, editor Mike Williams said: “NME is already a major player and massive influencer in the music space, but with this transformation we’ll be bigger, stronger and more influential than ever before. Every media brand is on a journey into a digital future. That doesn’t mean leaving print behind, but it does mean that print has to change, so I’m incredibly excited by the role it will now play as part of the new NME.”

The strategy echoes that of weekly listings magazine Time Out, which went free in 2012. [via The Guardian]