Salmon has worked at NatMags for 11 years. He joined its graduate recruitment scheme in 1994 from Emap, where he worked in classified advertising. After a year working in NatMags' corporate development scheme, he moved to become the ad director of She magazine. Salmon worked his way through the company in a number of roles before joining Prima and Prima Baby in 2000 as the group advertisement director. He was promoted to assistant publisher and then publisher of the titles in 2004.
The National Magazine Company has promoted Matt Salmon, the publisher of Prima and Prima Baby, to the position of group publishing director of the Prima Group.