NewsCorp will cease publication of the free commuter newspaper mX at the end of the fortnight.
The newspaper, which is handed out at train stations and other public transport sites in Melbourne, Sydney and Brisbane, is being shut due to struggling circulation and readership figures.
NewsCorp chief Julian Clarke, quoted in a number of sources, has cited the “swift shift to mobile” of the paper’s target “young commuter” audience for the closure.
“It is always disappointing to see a publication close,” Clarke was quoted by marketing and media site Mumbrella, “but after thorough view of MX’s commercial prospects it is clear this is the right decision.”
The last edition of mX is anticipated to be handed out on Friday, June 12.
Recent audits have shown mX’s circulation has dropped roughly 20% over the last 24 months, in all three cities where it is handed out.
Responding to the downturn, mX underwent a redesign, a re-alignment of staff and some redundancies in early March. The move to close the paper comes just under three months after that announcement.
mX was launched in Melbourne in 2001, with a Sydney edition added in 2005 and a Brisbane version released from 2007.
“MX has since its inception in Melbourne in 2001 served a young commuter audience well with its fresh and innovative style,” Clarke was quoted.
Responding to the news, users of popular internet community Reddit were mixed.
“As a train cleaner, thank the lord,” one Sydney-based user wrote.
While a Melbourne-based user commented: “Don’t really care, but it’s a bit sad to lose these communal cultural experiences.
“Seeing a train packed with everyone reading the same thing, and having people talk [about what] they are reading was kinda nice.
“It was a massive use of resources though… Maybe someone else will step up to fill the gap. Maybe with something a bit better.”