Very creative!
Take a good luck... it's a homeless guy (they sell the mags) holding the new copy.
They wanna give it more attention cause their rival Time Out London is going for free this week

New cover The Big Issue Magazine
Art Director: Mark Neil

Great mag concept;
"The Big Issue was set up in 1991 to provide homeless and vulnerably housed people with the opportunity to earn a legitimate income.

Becoming housed is only the first step on the journey away from the streets, so we allow vendors to continue selling the magazine once they have found accommodation.
Big Issue vendors are working, not begging, so if you pay for a magazine please take it."