News Corp relaunches mX – with a twist
News Corp has teamed up with the AFLW to relaunch its mX newspaper in celebration of the league’s tenth season, with issues available from today.
The new incarnation of every commuter’s favourite rag will be named wX, and will span ten issues across the AFLW season, with distribution at football grounds, cafes, newsagencies, and train stations in Sydney, Melbourne, Brisbane, Adelaide, and Perth.
Each edition will have a print run of 60,000, and will feature “in-depth player profiles, and behind-the-scenes moments that capture the spirit of the AFLW”, according to a media release.
mX is back.
The original mX newspaper launched in Australia in 2001 and wrapped in 2015, which News Corp said at the time was “a reflection of the changing reading habits of commuters who now turn to their mobile phones and tablets on their way to and from work.” The magazine was given away for free at train stations, and relied upon an ad-funding model (read Tim Burrowes’ original eulogy for mX here).
It has been revived numerous times since, usually as part of a sponsorship deal.
In 2018, mX returned for a four-week run in Melbourne to spruik Carlton’s new non-alcohol beer. Last November, a Black Friday edition sponsored by Myer landed in train station across capital cities, while in May 2024, two issues were released in Melbourne in conjunction with the Rising music festival.
The wX campaign is a collaboration between News Australia, the AFLW and Drum, PHD.
News Australia’s head of commercial, Jess Montague said the new editions “reflect the unique spirit of AFLW, where sport meets lifestyle, culture and community.”
Both the AFLW season, and the inaugural issue of wX launch today.
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