xperiment with a publication designed to strike a chord with younger readers.
He defines MX as a paper that doesn't take itself too seriously, shies away from gloom and doom in favour of bite-size stories that promote a smile or a chuckle, does not pretend to be a paper of record, is in touch with pop culture and is not afraid to be adventurous.
"It's a terrific example of what young people can do if you give them the challenge," Blunden says. "It looks right and it feels right. "
MX is a subs' paper. Thirteen of the staff of 25 are sub-editors, whose job it is to distil stories from the six staff reporters (all in their 20s), wires and other non-conventional sources, such as websites, and give them a heavy cut, a light polish and a glib head. Even standard features carry smart lines. There's nothing like "Your Stars" for the daily horoscopes – it's "Should I get out of bed today?"
"We want it to be quick and catchy," says editor Mark Gardy. "We want it to be light and bright, positive and balanced about the news of the day and informative about our readers' nights – what's worth watching on TV, what are the movies, where are the best bars.

   
报纸业的新一轮出击 　
"There's no comment; no leaders; no lectures. It's important that we don't dictate to our readers because they won't be dictated to."
This sophisticated independence of the youth audience – or a refusal to be patronised – was also quickly apparent in Chicago. The two Reds waded into the market proclaiming their youth credentials, but met with resistance.
Critics called them turgid and unexciting. Writing in Salon.com, Jack Shafer said: "The less said about the two papers the better. At 25c a copy they are both overpriced, slicing the news so thin the servings wouldn't even make a meal for an anorexic. In the race between bad and worse, who needs to declare a winner?"

Co-editor Joe Knowles told Media: "While we very much want to attract

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