mX hits the Sydney streets with 50,000 daily print run

Sydney mX is in the first week of being given away free each weekday from 3pm at seven railway stations around the central business district and North Sydney, with newsagents also paid an incentive to distribute the publication. The main demographic is identified as the 18-to-34-age bracket, and News Limited has indicated that the print could soon climb to 100,000.

The Melbourne publication of mX, with a print run of 90,000 and a readership of 144,000, is still losing money more than five years after its initial launch. News Limited hopes that selling advertisements across the publication in both cities will help it account for costs, and plans to spend an estimated $5 million on the Sydney edition over the next 12 months.

mX editor Brett De Vine claims the demographic targeted will secure the publication the necessary advertising revenue, as well as ensuring t it maintains a strong print run well into the future.

“We're definitely looking at a new market, and the publication is targeted towards people who are not traditional newspaper buyers,” says De Vine. “mX is a publication that understands the needs and interests of young people who work and travel to the city everyday.”

De Vine says that at this stage the publication will only be distributed by hand around the city's railway stations and newsagents, but confirms that other distribution options will be sought further down the track.