I may be jumping at shadows on this but MX, the News Ltd free daily newspaper, seems to have evolved into more of a newspaper. The edition I picked up in Sydney this afternoon appears to have more local hard news than what I saw two months ago. It’s still a light read but feels like it has more substance than last time I checked. If I am right and there is more real news content I’d like to know if the Melbourne and Brisbane editions have evolved as well.
I could read today’s copy and pass fifteen minutes or so whereas other editions I have looked at kept me interested for a minute or two.
If this is a trend – to make MX more of a newspaper – then I’d say it makes sense. Even though as a newsagent I would have concerns, from a News Ltd perspective a more valued product will deliver better advertising results.