Australian digital first publisher Val Morgan Digital (VMD) has signed a strategic partnership to represent BuzzFeed and its subsidiary brands Tasty and BringMe in the Australian and New Zealand markets. The addition of the Buzzfeed portfolio means VMD will now reach an audience of 4.8 million -making it the 3rd largest online media publisher in the country.
As part of the deal, BuzzFeed staff will move over to Val Morgan Digital. The companies will work together to expand BuzzFeed and Tasty’s advertising offering, editorial footprint and expansion into events, audio and product licensing. Commenting, VMD managing director Brian Florido said: “Our monthly audience will be propelled from 3.7 million to 4.8 million, amplifying the potential for brands and advertisers to connect with highly engaged 14- to 39-year-old Gen Z and millennial audiences in the region.”
Richard Alan Reid, EVP head of studio & international at Buzzfeed, added: “This strategic partnership marks an important milestone in BuzzFeed’s evolution. Including BuzzFeed’s brands in the Val Morgan Digital portfolio will unlock new exciting business opportunities and drive growth. We believe that Val Morgan Digital is the ideal local media player to take BuzzFeed and Tasty to the next level in Australia and New Zealand.”
BuzzFeed is a broad-based pop culture platform while Tasty is a food-based offering based around original food stories, kitchen hacks and viral food experiences. The brands will join a portfolio that includes brands such as Fandom, The Latch, POPSUGAR, Thrillist, Bustle and Inverse.
This strategic partnership with BuzzFeed and its subsidiary brands Tasty and BringMe will enhance their digital learning platform, providing users with valuable content and resources for expanding their knowledge.
