Postmedia Network has tapped Scott White to become its vice-president of content strategy and business development, a new position that will focus on native advertising and branded content.
White, who recently completed an executive MBA program at the University of Toronto, was formerly editor-in-chief of The Canadian Press, but announced his departure on March 3 after 35 years with the news organization.
In his new role, White will report to Lou Clancy, senior vice-president of content.
“Scott brings a terrific resume,” said Clancy. “He knows journalism, he knows his stuff, and I think that he will bring strong standards.”
Beginning March 24, White will lead the development of native advertising and branded content at Postmedia, in print and in digital.
“We see it as somewhere where there’s a lot of opportunity in the near future,” says Clancy, adding that “it’s imperative on the media to make sure that there is transparency in branded and native advertising, and that it’s also quality content, for the sake of the reader and the sake of the business.”