mX

In print and on mobile, mX is cheeky, funny, witty and informative. mX strives to be different.

Print Edition

The printed edition of mX is available at train and bus stations and selected street locations throughout Melbourne, Sydney and Brisbane between 3-7pm on weekdays. Well established as the only daily commuter newspaper in Australia, mX has attracted a loyal readership of 625,000^ people daily.

Tapping into a unique audience of young, time starved individuals who are increasingly difficult to reach using traditional media, mX provides advertisers with a captive audience. mX reaches consumers during that extremely rare time of day, on their afternoon commute home from work or study, when they are time rich and activity poor.

As early adopters and information leaders, mX feeds the readers’ insatiable appetite by giving them their daily fix of breaking news, pop culture, entertainment, sport & technology. The mX reader is primarily in the 18-39 year old demographic. They enjoy life and work hard to achieve their goals.

mX readers enjoy active social lives. Whether they are out visiting pubs, restaurants, at the cinema, shopping or travelling, mX readers are constantly on the lookout for new experiences and trends. They are also savvy when it comes to technology, in fact 80%* own a smart phone prompting the launch of the mX app on May 27th, 2013.

The mX App

The launch of the mX App means Australia’s favourite afternoon read is now available morning, noon and night.

Harnessing the quirky, irreverent, informative news, sport and entertainment that has made the paper such a phenomenal print success, the app means commuters can start the working day with a light hearted wrap-up of what’s been happening overnight, at home and around the world.

All the key News and Sport is covered as well as the world of Entertainment. Users can also have a laugh at the wild and whacky world of Weird and catch up on the best of the Talk section’s Overheard, Vent Your Spleen and Lost in Love while commuting and throughout the day.

With 92%* of mX readers active on social media websites, the mX app is designed with social engagement top of mind. Along with commenting and liking on all stories, photos, video and polls, sharing to Facebook, Twitter and other social networks is available throughout the app.

The mX app achieved over 50,000 downloads to date.

From the city to the suburbs

With its origins in the CBD’s of Australia’s three biggest cities, mX is not just about the city. The app has made content available nationally, 24 hours a day and the paper continues to be dispersed into the suburbs as it hits commuters on their way home from work or study.

82.9%* of Melbourne mX readers live outside the Inner City. 73.5%* of Sydney mX readers live outside central Sydney. At least 63.4%* of Brisbane mX readers live outside Brisbane city.

^Source: emma™ conducted by Ipsos MediaCT, 12 months ending June 2013.
*mX Reader Survey, hosted by YellowSquares (October, 2012).