mX says goodbye

By Kruti Joshi

News Corp’s free commuter daily mX ceases publication today, with its distributors to hand out the last of the papers late this afternoon. The paper has been counting down to its last issue since May 29, when it broke the news to its readers, with editor-in-chief Craig Herbert writing this letter on the front page.

The reader’s reaction to the news has been “overwhelming” Herbert told Mediaweek earlier today. “A lot of reaction from the readers has been ‘What am I going to now on my commute home from the city?’, mX has provided that buffer from the outside [world].”

First established in Melbourne in 2001, mX has become popular amongst commuters for its quirky stories, informal tone and the popular Here’s Looking At You, Overheard and Lost in Love sections.

Today’s 28-page paper takes a look back its 14-year journey with a collection of its most-notable headlines, sports personalities and a page dedicated to the samplers who distribute copies of the paper.

“They [the samplers] are the unsung heroes,” said Herbert to Mediaweek.“A lot of people go to the same sampler over the years … A lot of people recognise the person handing out the paper would pause to say hello. [It’s a small gesture] to acknowledge them.”

Herbert has been in touch with the mX staff across the eastern seaboard this week to thank them for their efforts and contribution to the paper.

“It’s a bitter-sweet day for us,” he said speaking about the closure, “But, it’s a celebration rather than a doom and gloom.”