‘Icon of the publishing world’ mX magazine returns for one day only

Aussies have expressed their excitement at the return of “an icon of the publishing world” – for one day only.

Aussies have expressed their excitement at the return of “an icon of the publishing world” – for one day only.

Just in time for the biggest shopping event on the nation’s retail calendar, News Corp Australia and Myer have teamed up to launch a special Black Friday edition of mX.

The free newspaper kept commuters entertained on their daily transit for over a decade before it ceased publication in 2015.

More than 75,000 copies of the beloved publication will be handed out to commuters at shopping centres and train stations across Melbourne, Sydney and Brisbane today, on the eve of the Black Friday, Cyber Monday sales weekend.

When news.com.au took to the streets to gauge Sydneysiders’ reaction to mX’s brief return, many were filled with nostalgia, remembering it as a staple of their commute.

“Only (for) one day? What? It should come back full-time,” one man said.

According to research by ING, Aussie consumers are anticipated to spend an eye-watering $12.7 billion across the four-day event, which officially kicks off on November 29.

“It used to be that Boxing Day sales were the biggest sales in Australia, but now it’s all about Black Friday,” news.com.au’s checkout editor, Melody Teh, said.

“This year, Aussies are looking to do their Christmas shopping early, with 59 per cent saying they will only buy gifts on sale this year.”

Myer chief marketing officer, Clarabella Burley, said the more than 120-year-old department store was “delighted” to team up with News Corp Australia and resurrect mX “for this special Black Friday edition”.

“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,” Ms Burley said.

“We’re excited to bring this initiative to life for one of the most exciting retail events of the year.”

Aussie consumers are predicted to drop an eye-watering $12.7 billion over the Black Friday, Cyber Monday sales period. Picture: NCA NewsWire/Nicki Connolly

Data conducted this month by Westpac found close to a quarter of the Australian population had saved money specifically to shop on Black Friday and Cyber Monday.

“We are finding shoppers are making more educated decisions around spending, and are waiting until a major sales event or a great discount before purchasing,” Ms Teh said.

“But after a year of savings driven by cost-of-living, we also expect shoppers to splurge on themselves if there are great deals and discounts this Black Friday.”

While consumers are ready to spend, News Corp Australia’s National Head of Retail & Digital Growth, Jessica Gilby, said they’re also “looking for guidance on how to find the best deals and value for money”.

“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,” Ms Gilby added.

The 32-page issue of Myer mX is packed with the latest trends and Black Friday deals across key categories. Picture: news.com.au

Aussies expressed their joy at the return of 'an icon of the publishing world' – for one day only. Picture: news.com.au

The 32-page newspaper, produced by News Corp Australia’s content marketing agency, Suddenly, is packed with all the latest trends and Black Friday deals across key categories including beauty, fashion, home appliances and toys.

“The Suddenly team are the experts in creating human connection through content for some of Australia’s biggest retailers,” News Corp Australia managing director of commercial content, Mike 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.”

Or as another woman fondly remembered, in the era “before smartphones”, “it was good to have something to actually read on the way back to the train”.

The special issue ‘takes the stress out of Black Friday and Cyber Monday for consumers.’

For those willing to part with their smartphone on the commute home, here’s where you can nab a copy of Myer Mx in your city today:

Melbourne: Flinders Street Station (between 6am and 10am, and 3pm and 7pm), and at Melbourne Central Shopping Centre or Parliament Station (between 6am and 10am).

Sydney: Greenwood (between 7am and 11am) or Chatswood Station Entry (between 7am and 11am), and at Westfield Sydney City (Pitt St Mall) and Westfield Paramatta (between 9am and 1pm).

Brisbane: At Westfield Carindale, Westfield Chermside or Westfield Mt Gravatt (between 9am and 1pm).