PKN Packaging News publisher Yaffa Media has launched a content marketing division called Yaffa Custom Content.
The move is in line with the fast-paced evolution of the media sector and acknowledges the many ways brands can now target and engage customers via content marketing solutions.
For nearly a century Yaffa Media has built an unrivalled IP as a communications expert, with its name deeply entrenched in Australia’s media landscape.
Yaffa Custom Content is available to any business that wishes to leverage this expertise to develop content marketing solutions that reach their customers in unique, memorable ways.
The unit will also operate across all 28 of Yaffa Media’s consumer and business-to-business titles to leverage their highly engaged and targeted audiences on behalf of brands. 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 sense makes him the ideal person to lead us in this exciting new direction.”
Porter said Yaffa Media was a great company that had continually evolved through the generations.
"This is an amazing opportunity to help steer it on yet another new and exciting course," he said.
“I feel privileged to be entrusted with this venture and wildly optimistic about its potential.”
