AdNews owner Yaffa, a 90-year-old family-owned and independent Australian publisher, has this week unveiled a rebrand and outlined its future vision.
Yaffa was established in Australia in 1925 and began syndicating comics, articles and photos from America to Australia. Founder David Yaffa Snr. struck deals with US publishing magnates including Randolph Hearst, and then with up-and-coming Australian publishers Sir Frank Packer and Sir Keith Murdoch – the founders of current Australian media empires.
In 1928, Yaffa launched its first title, Newspaper News – now AdNews – saying: “Make this the finest trade paper in the world. Spend what you like on illustrations.”
The 100th edition of the paper featured a congratulatory message from Prime Minister Joseph Lyons in 1936.
The new Yaffa logo was designed by L + L Design , a boutique branding agency in Neutral Bay.
It was unveiled to staff on 31 March at a company-wide event where managing director Tracy Yaffa told staff: “I stand here 90 years later and we are no longer a publishing company. Disruption is rampant, it’s hitting every single industry, caused by customers with powerful technology on their side. The question is not whether our industry will be disrupted. The question is how much and what is our place in this new world.
“Yaffa is changing. Its legacy is proud and long – but that won’t be enough in this new world. We are no longer magazine publishers. We are creators of engaging media. Our inspired content is consumed on different platforms. We are experts in our diverse fields and a trusted and valued source in this new world. Our magazines are now brands across print, digital, apps, conferences and social media. We must continue to strive to maintain market leadership in each of our targeted segments.”
Yaffa currently operates 28 consumer and business-to-business media brands. Recent acquisitions include Bicycling Australia, Mountain Biking Australia, Bicycling Trade and it will launch Drone magazine in May.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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