mX Sydney editor Brett de Vine says the success of the newspaper, launched in July last year, had exceeded expectations.
“mX is more than a commuter newspaper, it is a newspaper for young professionals who work hard, have active social lives and want to know what’s going on in their city. mX also gives them the best news of the day from the rest of the world in fresh, straight editorial,” says de Vine.
“For a newspaper man, what is especially heartening is that through mX we are introducing more people to newspapers. It is a challenge worldwide to attract new readers, especially young readers, and with mX we are reaching that new audience who do not traditionally read newspapers.
“What we have done with mX is to expand the newspaper market.”
According to de Vine, mX has captured a new set of readers and has not affected circulation of News Limited’s The Daily Telegraph, which grew 1.7 per cent on a weekday in the 12 months to December 2005 to 397,054 and The Daily Telegraph’s readership increasing by 4.7 per cent in December 2005 to 1,207,000.
In the latest Roy Morgan readership release (January – December 2005), mX
Melbourne experienced its third consecutive readership increase. Monday to Friday the newspaper attracted 4000 more readers. Attracting more readers 18-24 years, more white-collar workers and more individuals with an income $100,000+ p/a.
mX Melbourne editor Toni Hetherington says the figures proved the paper had cemented itself in Melbourne as a must-read for commuters. “Melbourne’s love affair with mX continues to grow after more than five years in the marketplace,” she says.
“Since its launch in July, Sydney readers have also discovered the uniqueness of mX and it is obvious they have quickly embraced the paper and made it a regular part of their day, too.’’
mX Sydney recorded its first readership figure in the December 2005 audit. Given mX is a free publication and more than 80,000 copies on average since launch have been distributed daily we expect the readership to be at least equal to the number of copies distributed, however Roy Morgan’s release asserts only 50,000 people 14+ read mX (MF average).
Further analysis of the mX Sydney Morgan readership figure has shown that only 78 people were interviewed compared to the more robust figure of 650 for the Melbourne sample. The age group profile of Sydney mX readers is also inconsistent, given 20 per cent of respondents were over 50. This is contrary to Melbourne’s readership profile, which is based on the more substantial survey.
The Morgan figure is at odds with the positive reception for mX amongst readers, advertisers and their clients, some of whom have reported record response. The publication is already exceeding circulation and advertising targets and is continuing to grow.
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