Yaffa Media, publisher of AdNews and one of Australia's largest independent media companies has launched a content marketing division, Yaffa Custom Content.
The move is in line with the rapid evolution of the media sector and the myriad ways brands can now target and engage customers via content marketing solutions.
The unit will operate across all 28 of Yaffa Media’s consumer and business-to-business titles to leverage its highly engaged and targeted audiences on behalf of brands. Yaffa Custom Content is open for any business that wishes to leverage the new offering to develop content marketing solutions that reach their customers.
It will be headed up by Matt Porter, former editor of Yaffa Media’s flagship title AdNews.
Prior to his role at AdNews he had a number of years as managing editor on a suite of Yaffa’s business–to-business titles.
Porter will report to Yaffa Media Group sales director James Yaffa.
“The lines between owned, earned and paid for media are increasingly blurring and content marketing is the place where they intersect across all media platforms,” Yaffa said.
“Yaffa Custom Content will harness our unparalleled IP and capability to give brands access to their customers and engage them in new and compelling ways.
“Matt has been around the media game for a long time as both a journalist and communications specialist and has an intimate knowledge of the Yaffa business and its properties. His blend of editorial and commercial makes him the ideal person to lead this exciting new direction for us.”
Porter said he feels privileged to be entrusted with the venture and is "wildly optimistic about its potential.”
“Yaffa Media is a great company that has continually evolved through the generations, so this is an amazing opportunity to help steer it on yet another new and exciting course.
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