mX goes national with launch of smartphone app. News Limited

Posted by Lucy Halliday On May 24, 2013

24 May, 2013 – Publisher of mX Fiona Mellor today announced the launch of the brand’s free smartphone app.

From 27 May mX readers can stay up to date with the latest news, entertainment and sport; experience rich interactivity through galleries, videos and code readers and enjoy the best of the newspaper through Goss & glam and the popular mX Talk sections: Here’s Looking at You, Vent Your Spleen and ‘Lost in Love’ – wherever they are, whenever they want, all through their smartphone.

Ms Mellor said: “mX is spreading its wings and becoming a truly national offering for advertisers and consumers. I’m so excited to bring the mX’s cheekiness and irreverence to a national audience on a platform that they are constantly engaged with.

“We now have a 24 hour mX news cycle and being the ‘commuter’s friend’ we’ve also integrated the transport and weather information to give our readers the most up to date information on their travel plans.

“mX in print has been breaking ad campaigns in the most creative ways with Australia’s first live front page wrap, for The Dark Knight, scented advertising with Woolworths, a media first brown craft paper wrap with Lion and most recently the launch of The Carlton Draught powered by mX – distributed in Melbourne to CBD pubs on a Friday.

“With mX in print and on an app, we can now provide advertisers with innovative multi-platform opportunities for their campaigns.”

A socially enabled mobile product built to enhance an mX reader’s interaction in any location, the app features full integration with a reader’s social network, the ability to comment or vote on topics, and the functionality to support reader generated content.

Ms Mellor also announced eBay, Warner Home Entertainment, ASUS and Subway as the app’s sponsors for launch.

“I’m delighted these great national brands have come on board to support our launch with campaigns in print and on-device. They are exciting, forward-thinking brands to be aligned with.”

The mX app will be will be available on both iOS and Android platforms from the Apple Store or Android Marketplace from Monday 27 May.


Released by News Limited Corporate Affairs
For further details contact:
Vida Redoblado – Corporate Affairs Manager
T: 02 9288 7325
M: 0401 435 309

Notes to editors
1. mX has been in circulation for 13 years (since February 2001)

About the mX app:
Need a pick me up? Well now you can get one anytime as mX – Australia’s favourite afternoon commuter newspaper – launches into the app-o-sphere. We’re expanding beyond the CBDs of Melbourne, Sydney and Brisbane to give you the best news, gossip, sport and talk for free no matter where you are anytime of the day or night.

Now your morning commute can be as entertaining as the trip home and you can check in with us for the latest news throughout the day.

We’ll have your favourite sections including News, What in the Weird, Goss & Glam; Sport and Talk plus a whole raft of new content including galleries, videos and weather and transport Twitter feeds to give you a smooth ride to work and back.

We know you love our Talk pages so there will be more opportunities than ever before to comment and share with us on the mX app and we’ll share your thoughts in our printed edition as well.

You’ll truly be able to make the most of our free app if you make sure to continue picking up the paper each afternoon as well and see what the mX app tribe have been talking about all day.

About News Limited
News Limited, a wholly owned subsidiary of News Corporation, is Australia’s number one media company. Each month News reaches millions of Australians through its portfolio of national, metropolitan, regional, community and specialist multi-platform brands.

Connecting with its consumers in print, broadcast, online and through mobile devices, News’ brands include The Australian, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser (Adelaide), The Sunday Times (Perth), The Mercury (Hobart), NT News, Townsville Bulletin, The Cairns Post, Gold Coast Bulletin, Geelong Advertiser, The Weekly Times,, Fox Sports, Eureka Report, Business Spectator, Vogue Australia, GQ, donna hay, Kidspot and

Every week News distributes 6.7 million community newspapers and sells 10.4 million newspapers nationally. The balance is made up of commuter newspaper mX, which is distributed in Sydney, Melbourne and Brisbane, and the NewsLocal (NSW), Leader (VIC), Messenger (SA) and Quest (QLD) community newspapers. News’ digital footprint extends to around 6.7 million Australians (UAs) while our mobile network, which is the biggest in the country, now attracts 606,922 unique browsers a day – a growth of 19 per cent quarter on quarter.

News also has significant investments in allied Australian media enterprises Foxtel, the REA Group and AAP.

Lucy Halliday