News Limited CEO, John Hartigan, says the full-colour 28-page tabloid is aimed at 18 to 34-year-olds who don’t normally buy newspapers.

“We have created a newspaper for young, energetic professionals who are not traditional newspaper readers but who want to know what is going on in their city,” says Hartigan. “Our experience suggests they are looking for a lively, informative read relevant to their lifestyle.”

The Daily Telegraph and Sunday Telegraph already have 440,000 readers aged 14 to 19 each week, 45 per cent of which live in Sydney. With mX, News Limited hopes to extend its reach into this age group.

The new newspaper follows on from mX in Melbourne, which was launched four years ago. Although in Melbourne mX has lost money for News Limited, it has developed a strong readership with 90,000 copies distributed each day.

Sydney’s mX has separate editorial and advertising teams, but will combine resources with their southern counterparts to bring the latest in news, sport, business, entertainment, travel and gossip.

mX is being distributed at Sydney’s main railway stations and CBD newsagents from 3pm every day and has an initial distribution of 50,000, which, News Ltd hopes will grow to 100,000.

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