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Commuter paper mX returns to Melbourne metro trains

The newspaper for public transport commuters, mX, is returning to Melbourne metro trains for a four-week promotion.

Spearheaded by PHD Australia and CUB in partnership with News Corp, the relaunch is bringing the publication back after three years and aims to promote the brewery’s new non-alcoholic beer, Carlton Zero.

MX says it will “rewrite” the rules for commuters

News Corp axed the papers in 2015 citing the “swift shift to mobile” after first launching in Melbourne in 2001.

The first re-launched edition will be available in time for the AFL grand final weekend and continue for four consecutive Wednesdays.

The 2018 special editions of mX will be available from Southern Cross, Flinders Street, Melbourne Central, Parliament, Flagstaff, and Richmond train stations.

Matt Altis, planning director at PHD, said in a statement: “The comeback of the mX as a paper is aligned with Carlton Zero’s brand positioning of ‘rewriting the rules of consumption’ and we expect this unique comeback to be extremely welcomed by Melbourne audiences.”

The paper will include popular original segments Overheard, Gloss and Glam and Here’s Looking at You.

News Corp Australia’s head of content for Victoria, Ondrej Foltin, said everyone loves a comeback.

“Sporting revivals are hugely popular – and fairly frequent – think Michael Jordan and Tiger Woods. But newspaper comebacks are much less likely. And that’s exactly why we expect this improbable comeback will be so popular. MX was a much-loved newspaper with its own unique style that commuters really enjoyed reading on their way home.”

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