mX today launched a new app that makes the afternoon paper available morning, noon and night and in real time via mobile, tablet or desktop.
mX’s much loved Talk section (which includes Vent Your Spleen, Overheard, Here’s Looking at You and Lost in Love) will be live in the new app meaning mX fans can now get something off their chest or flirt with each other in real time and all before they get home. The best items submitted to Talk via the app will also be published in the paper the next day.
mX publisher Tamara Oppen said: “We’re excited to give mX readers that sense of instant gratification with the app and turbocharge the sense of community that has developed among the tribe of mX readers over the past decade.
“At the moment you can SMS a message to the cutie on the train and it will be published in the next day’s paper; on the new app, readers can have their messages published almost instantly. I’m predicting a lot more relationships and some more mX weddings as a result!”
But it’s not all live chat and flirting. Time of day sections on the app such as Wakey Wakey, First Serve and Happy Hour will ensure the best of the quirky, irreverent and informative news, sport and entertainment stories mX is famous for are available throughout the day. The paper’s famous horoscope section, Should I Get out of Bed Tomorrow? will also be available on the app and the Weekender section will cure any FOMO (fear of missing out) from the past week with a wrap of the best content from the past five days available on Saturdays and Sundays.
mX digital editor Emma Wardill said: “The mX app is a fantastic platform to showcase the great work of our journalists and to engage even more with our audience.”
All of the content available on the app is also easily shared by users via their own social channels.
In addition to the new app, the print version of mX, available in Sydney, Brisbane and Melbourne, has also undergone a transformation in response to reader feedback.
In addition to a new logo, mX will now include a travel section (Wanderlust), a fresh approach to entertainment with Daily Juice featuring new movies, music and technology every day. The new weekly City Scene section will give readers the low down on what’s new in their city to see and do.
Oppen said: “We quizzed our readers and they told us they wanted a modern design that still delivered on substance. So the new mX has been refreshed to make stronger use of imagery and colour while still giving them the ‘pick me up’ that’s kept them returning to mX every day.”