LAST CALL FOR MX AS AFTERNOON NEWSPAPER EXPERIMENT FLOPS

Written on the 28 May 2015 by Nick Nichols

LAST CALL FOR MX AS AFTERNOON NEWSPAPER EXPERIMENT FLOPS

NEWS Corp Australia's bold experiment to bring back the afternoon newspaper has flopped, with the media giant announcing the closure of its mX newspaper operations in Sydney, Melbourne and Brisbane.

The mX publications were aimed at the afternoon commuter market, offering light news in a brief format that was designed to recapture an afternoon newspaper readership that died in Australia almost three decades ago.

"The decision is a reflection of the changing reading habits of commuters who now turn to their mobile phones and tablets on their way to and from work," says a News Corp spokesman in a statement.

"News will continue to invest in our extensive suite of print and digital products, which are purchased and read by millions of Australians every day."

The company is understood to have announced the closure to staff on Thursday after a round of redundancies were implemented in the division two months ago.

It is unclear how many jobs will go following the announcement, although the division employed about 30 staff.

Brisbane saw its first mX in 2007, after the publication was initially rolled out in Sydney in 2001 and later in Melbourne.

Circulation figures show a sharp drop in distribution of mX in Brisbane and Sydney over the past year, while Melbourne's figures were up.

According to Roy Morgan Research, readership of mX in the 12 months to March in Sydney were down 47,000 to 106,000, while in Brisbane they fell 13,000 to 41,000. In Melbourne, readership rose 7000 to 141,000 over the past year.

The final editions of mX are expected to be published on June 12.


Author: Nick Nichols

Latest News

BELLAMY'S FINDS EXPORTING BABY FORMULA INTO CHINA IS NO CHILD'S PLAY

BELLAMY'S (ASX: BAL) shares have suffered a 40 per cent drop in value today after the company hit a regulatory...

BRISBANE WATCH BRAND ADINA AIMS FOR ICONIC

ADINA watches is at a turning point in its history, 45 years after being founded by Robert 'Bob' Menzies i...

WHY YOU SHOULD CARE FOR YOUR BODY AS MUCH AS YOUR BUSINESS

ENTREPRENEURSHIP is a busy business. It can be all-consuming, but it is important not to neglect your health Y...

BULLETS BACK IN THE BUSINESS COMMUNITY

ALTHOUGH new to the current south-east Queensland sporting landscape, the Brisbane Bullets have a rich basketball ...

Related News

JB HI-FI IS THE GOOD GUY IN $870 MILLION ACQUISITION

ELECTRONICS giant JB Hi-Fi has formally completed its $870 million acquisition of home appliance chain The Good Gu...

ACCC ACTS AGAINST MERITON'S RIGGED REVIEWS

MERITON Property Services is under fire from Australia's main consumer watchdog, after it allegedly engaged in mi...

ACCC FIRES WARNING SHOT TO IVF PROVIDERS

IVF clinics have been put on notice by consumer watchdog, the Australian Competition and Consumer Commission (ACCC...

BIG W CEO QUITS AFTER 11 MONTHS

SALLY MacDonald has resigned as chief executive of BIG W ending her tenure at the helm of the struggling discount ...

Contact us

Email News Update Sign Up Contact Details

Subscribe to our mailing list

* indicates required
Email Format

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter