News Corp brings back mX for Black Friday edition
Retailer Myer and media titan News Corp Australia have collaborated on a Black Friday edition of mX – a national commuter newspaper.
The new 32-page publication provides readers with Black Friday deals and trends covering several categories, such as toys, home appliances, beauty and fashion.
The newspaper was produced via News Corp’s Suddenly – a content marketing agency the organisation unveiled at its Come Together industry showcase in 2018.
When speaking on the new edition of mX, News Corp’s managing director for commercial content, Mike Connaghan, explained that Suddenly was the perfect choice for bringing the newspaper to life.
“The Suddenly team are the experts in creating human connection through content for some of Australia’s biggest retailers,” Connaghan said.
“That experience makes Suddenly the natural content creation partners for this very special edition of mX for Myer, bringing back an icon of the publishing world for one of Australia’s most iconic retailers this Black Friday.”
“The biggest shopping period of the year kicks off tomorrow and while consumers are ready to spend, we know they are looking for guidance on how to find the best deals and value for money,” Jessica Gilby, national head of retail and digital growth at News Corp Australia, added.
“This special issue of mX takes the stress out of Black Friday and Cyber Monday for commuters by highlighting the best deals so they can be confident in their purchase decisions.”
Chief marketing officer at Myer, Clarabella Burley, shared her excitement at the new publication, describing the work as “a fantastic opportunity” for consumers to cut through the noise of the deal-filled period and find the bargains that appeal to them.
“We’re delighted to partner with News Corp Australia to bring back the mX newspaper for this special Black Friday edition,” Burley said.
“This partnership is a fantastic opportunity to help customers navigate this busy shopping period, providing the best deals and latest trends in a format commuters know and love.
“We’re excited to bring this initiative to life for one of the most exciting retail events of the year.”
Over 75,000 copies of the Black Friday edition of mX will be given out at shopping centres and train stations in Brisbane, Sydney and Melbourne on Thursday.
The newspaper’s latest publication enters the world after News Corp’s publisher of free news and lifestyle, and managing director, Pippa Leary, spoke on an IAB Australia Leadership Summit panel last week.
While there, Leary unpacked how News Corp shifted how it measures success, while encouraging publishers to follow suit.
SUBSCRIBE
Sign up to our free daily update to get the latest in media and marketing.
