mX readers say thanks for the ride

Readers have emerged en masse to pay tribute to News Corp Australia’s mX newspaper, as the commuter daily prepares to enter its final week of publication.

Fans of the afternoon commuter daily took to social media to thank the paper for keeping them entertained on the train home and to express their sadness at its closure.TWEETS 1

There are just five more editions left of News Corp Australia’s mX commuter daily which will cease publication on Friday, June 12. The recently-redesigned mX app will also close at the same time.

The countdown was kicked off by a visually-striking front-page tribute to readers last week.

Last Friday's mX front page with a note to readers from editor-in-chief Craig Herbert

Last Friday’s mX front page with a note to readers from editor-in-chief Craig Herbert

In a message signed by editor-in-chief Craig Herbert, the front page announced the paper’s impending closure to readers.

“The first mX edition rolled off the press in Melbourne on February 5, 2001 … with the core focus of taking readers’ minds off their busy day,” the front-page message read last week.

“That’s been our passion and commitment to you ever since, but the rapid growth and distraction of mobile devices has applied too much pressure for us to continue.

“It’s been a fun and frenetic journey for all who have had the privilege to work on mX over the years, and every single member of the mX family is gutted by the decision to pull down the curtain.

“But no more navel-gazing for now. We’ll be getting you home with a smile on your face for the next nine working days. Thanks for picking us up, and for all the genuine messages of support flooding in from our amazing readers.”

TWEETS 2

News Corp Australia cited the tendency of commuters to go to their phones rather than a newspaper for entertainment as the reason for the closure, only two months after the newspaper received a significant redesign and a new app.

The app was the most significant digital presence for mX, which had no standalone website. It was designed to be a way for readers to interface with each other and the newspaper, live, on the way home.

“Killing time waiting for buses and trains is typically a time people would jump onto Facebook – we’re hoping they’ll now jump onto the app,” mX publisher Tamara Oppen said when the app was relaunched in March.

The original mX app had won Best App or Mobile Site at last year’s PANPA Awards.

TWEETS 3

The March redesign of mX included a new logo, a travel section, and a different layout for the news and entertainment pages. Some features were phased out that seemed unnecessary in the smartphone era, like a city map.

However other sections that seemed just as suited to a website as a print newspaper were ramped up and tied in with the new app, like the popular Talk spread.

The closure of the newspaper is expected to affect 30 positions.

For more news from The Newspaper Works, click here.

Leave a comment