Mediaweek yesterday reported on the expansion of the reach of the mX free daily newspaper:
Commuter brand mX has expanded its distribution in Sydney with the publication now available in Parramatta’s central business district.
Each day from Monday to Friday, 5,000 copies of mX are now distributed in the area.
Publisher of mX Fiona Mellor said that consumer and advertiser demand had driven the expansion: “We are following the urban sprawl. Our strategy is to be a commuter’s friend in CBD areas, engaging young professionals each day. It was critical for us to expand to Parramatta as Sydney’s second largest CBD to reach this active and captive audience.
“In addition to our recently launched mX app, we are making mX’s cheeky, irreverent and mostly uplifting writing style accessible to more Australians,” Mellor said.
This follows an expansion to Caulfield in Melbourne and Toowong in Brisbane earlier this year.
Mark, being regional I have not seen this publication. How is it distributed and has it had any impact on paper sales with newsagents in the area on publishing days.
Sounds like News chasing advertising revenue.
In a world with declining sales of paid newspapers and news getting increasingly tight with their supplies to the point sales are being affected because you can’t sell what you haven’t got they can justify increasing circulation of a free paper? Hows that work?
Gregg its a cap city publication primarily that is now reaching out to some suburban areas. It’s an afternoon free giveaway title. In a world of these free newspapers. Publishers are playing in the space as part of transition planning it would seem.