The Daily Mail U.S. is launching a video division this month called New Media, featuring a roster of creator-led social video franchises using in-house editorial talent, according to Bob Marshall, the U.S. head of content at DMG Media.
New Media is a model imported from the U.K., which, after its first year, has grown to over 100 staff and produces videos that average around 300,000 views apiece, per the publisher.
Social video currently represents roughly 20% of all direct advertising revenue at the Daily Mail, a figure the company expects to top 33% by 2027, according to Kiera Haley, senior vice president of sales at Daily Mail.
