Publisher Latté Life launches free fortnightly newspaper in Sydney CBD to fill void left by mX
Eastern suburbs newspaper Latté Life is launching a new free newspaper designed to replace the void left by News Corp’s mX which folded in early June.
The fortnightly City Circular will be distributed in the same way mX was, by hand at inner city train stations, and will also be distributed to cafes and office blocks with the publisher predicting an average readership of 75,000.
City Circular editor Jane King told Mumbrella it was a good opportunity for them to extend into what had previously been News Corp’s territory, rejecting the idea that audiences had become too focused on the online experience.
“For us we find with our papers, the growth has been so rapid and I think it’s because we’re so connected locally with our communities, it’s a different feel we have, it’s a different flavour,” she said.
What’s the best contact to get a media kit?
Well done. Looks like an exciting venture. Good luck ?
History repeats itself! Traditionally the ‘Local’ newspaper always returns high readership figures. Journalist students will remember the recall and sharing figures as being surprising as they firstly presume them to be old-school quaint.
However, local businesses report good sales returns with focus groups recording affectionate comments and regret at the loss.
Yet, as these important communication tools were taken over by the larger media groups – the solid figures have been arrogantly ignored with the excuse of ‘distribution’ costs. The Internet just does not supply the intimate details of community as effectively, and the ‘local’ always rises as the demand always returns.