MX (newspaper)

Last updated

mX
Rebranded mX logo, Feb 2015.svg
Type Free daily newspaper
Format Tabloid
Owner(s) News Corp Australia
PublisherTamara Oppen
Editor
Founded6 February 2001
Ceased publication12 June 2015
Headquarters Melbourne, Australia
Website www.mx.net.au

mX was an Australian free afternoon daily newspaper in the cities of Melbourne, Sydney and Brisbane, owned and produced by News Corp Australia. Targeted at commuters, its main channels of distribution were inner-city railway stations, tram and bus stops, and major CBD intersections. The last edition of mX was published on 12 June 2015.

Contents

Beginnings

The first mX was published in Melbourne on 6 February 2001, [1] hoping to capitalise on the Metro format, popular in Europe. The paper contained lighter news and sports articles, often containing strange stories and facts from around the world (under the headings "Nice One" and, "What The?"). The newspaper's approach was to focus much more on entertainment than news, compared to broadsheet newspapers, or even other tabloids.

Melbourne Express , published by rival Fairfax Media, was this paper's competitor. Initially it used the same format, although it was released in the mornings rather than the afternoon. It began publication the day before mX, but was soon overtaken due to mX's much broader use of colour, its greater availability, and its lighter tone. In addition, mX had no explanation at its launch, allowing readers to assume that it stood for "Melbourne Express" and that it was the paper known by that name. Melbourne Express ceased publication on 7 September 2001.

The broad success of mX contributed to reduced sales of the afternoon edition of News Corporation stablemate the Herald Sun , its last edition being published on 21 December 2001. [2]

Sydney and Brisbane editions

A person hands out copies of mX at St James railway station, Sydney Mxstjames.jpg
A person hands out copies of mX at St James railway station, Sydney

Following the success of mX in Melbourne, Sydney and Brisbane editions were launched.

On 4 July 2005, mX launched a Sydney edition. Sydney City Council was considering a tender to lease Sydney footpaths to News Corporation for $362,000 annually, and charge other free daily newspaper a similar fee if they use the same location more than 40 times a year. Other newspapers, that are distributed by sellers on streets, are concerned about the possibility that they may be required to also pay such fees.

The Brisbane edition of mX was launched on 5 March 2007, with an expected distribution of 40,000 copies per day. [3]

Format and content

Being a commuter newspaper, mX was much thinner than other daily newspapers.

Central themes of most articles included U.S. celebrity gossip, new product lines, controversial events, rumours, celebrity trivia, and readers' gripes, amongst other attention-grabbing stories. Large photographs often appeared without any related story, only a caption describing their contents; conversely, news stories were rarely accompanied by photographs. Small, large, and full page advertisements were also a major contributor to the paper's overall make-up.

The newspaper launched an app in 2013. [4]

Sections

Staples

Some mX editions had been stapled, as they tended to remain contained and not blow around as much. This decision was also based on the capabilities of publishing equipment and whether binding systems were installed at the production facilities. [6]

Theming

Occasionally the mX masthead was modified to capitalise on major events, such as a tennis ball and racquet during the Australian Open, and love hearts and using rose scented ink during Valentine's Day. On the day of the Wedding of Prince William and Catherine Middleton, the x was changed to a Union Jack and many pages said "The royal wedding" other pages said "Not the wedding".[ citation needed ] In the lead-up to both the 2007 federal election and 2010 federal election, the front page of each issue bore a "disclaimer" warning of the number of election stories (if any) contained within.[ citation needed ]

Closure

On 28 May 2015, News Corp announced that the newspaper was closing down. The final edition was printed on 12 June 2015, and the corresponding mobile app was also closed down. [7]

Revival

In 2018 mX was briefly revived in Melbourne as part of a promotion by Carlton & United Breweries. Published on four consecutive Wednesdays from 26 September, it was only available at Flinders Street, Flagstaff, Melbourne Central, Richmond and Southern Cross stations. [8]

See also

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References

  1. ↑ "More Details on Free Newspapers". Newsrail . Vol. 29, no. 5. Vic: ARHS Victoria Division. May 2001. p. 139. ISSN   0310-7477. OCLC   19676396.
  2. ↑ "Vic: Herald Sun to cancel PM edition". AAP General News (Australia). 21 December 2001.}
  3. ↑ mX spreads to Brisbane, mX (Melbourne) 5 March 2007, p. 4.
  4. ↑ " "mX goes national with launch of smartphone app". IAB Australia. 24 May 2013. Retrieved 26 November 2015.
  5. ↑ "Countdown on as mX thanks readers", The Newspaper Works, 29 May 2015
  6. ↑ "Obituary: mX Newspaper (Sydney Printed Edition 4 July 2005 – 12 June 2015)". Gough's Tech Zone. www.goughlui.com. 21 June 2015. Retrieved 21 June 2015.
  7. ↑ Christensen, Nic (28 May 2015). "News Corp to axe commuter mX newspapers". Mumbrella . Retrieved 29 May 2015.
  8. ↑ Commuter newspaper mX returns to Melbourne metro trains Mumbrella 26 September 2018
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