mX to launch smartphone app

Mx is to launch a smart phone app from Monday May 27.

The announcement:

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 mXs 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.

Source: News Limited media release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.