Tuesday, March 06, 2007

Free daily launches down under

Brisbane, Australia's third largest city (population of 1.8 million), has a new free daily -- mX -- produced by Queensland Newspapers, the same company that owns the town's traditional paid morning paper, the Brisbane Courier Mail.

"We are aiming for a different audience (than the Courier Mail), so we are going to get a completely different sort of news," said mX Editor Neil Melloy. "That's what they have found overseas – it's picked up a whole new audience, it's the young audience who aren't reading newspapers." While circulation will start at 40,000 copies a day, that figure is expected to grow.

Here's the Courier Mail's story introducing its new sister paper. Above are Krystal Muller and Britt James, who are checking out the paper's first edition in this Courier Mail photo.