MX (newspaper)
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The mX logomX (metro eXpress) is a Melbourne and Sydney-based free newspaper, published on weekday afternoons by the Herald and Weekly Times (HWT). It is popular with commuters due to the fact that its main channel of distribution is railway and tram stations, and that when people have finished reading their copy, they leave it on their seat in the train for the benefit of the next person to come along. This method of informal distribution has proved very effective for mX.
A man gives out copies of mX outside St. James railway station, Sydney
The publication was created by the Murdoch stable on February 6 2001 in response to a perceived lack of interest in reading newspapers among younger people. It contains news, sports and weather with a focus on the more light-hearted subjects of the day, and often contains some strange stories and facts from around the world, as well as the mX Brainwave section, which contains a word jumble, crossword, sudoko and a WordScrimmage. The newspaper's approach is distinctly low-brow, with a much greater focus on entertainment rather than news compared to broadsheet newspapers, or even other tabloids.
The Melbourne edition contains many ads from Melbourne organisations, as well as a sizeable list of cultural activities that appeal to the 16-39 age group including films and art galleries.
Every day it covers a Melbourne suburb from a property point of view, and it also has a daily quiz with a Parker Pen as the prize.
On April 7 2005, mX launched a Sydney edition. Sydney City Council is considering a tender to lease Sydney footpaths to News Corp for $362,000 annually, and charge other street presses a similar fee if they use the same location more than 40 times a year. Other newspapers such as Green Left Weekly that are distributed by sellers on streets are concerned about the possibility that they may be forced to also pay such fees. [link]
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