Daily Mail brings on exec as it plans video expansion
The US outpost of the UK tabloid told Semafor that it had hired Mike Rothman as the company’s new general manager.
The Daily Mail has hired a new business executive, Mike Rothman, as it plans to expand its video offerings and direct advertising. Rothman, who previously served as president of The Dispatch, will oversee the company's North American operations with the aim of boosting subscription growth and forging new partnerships with advertisers.
CEO Danny Groom expressed delight at Rothman's addition, stating that the company is investing in journalism and innovative digital products for the business's long-term success. Rothman emphasized the need to deepen commercial partnerships and build new products, in addition to expanding its subscription business through personalization, scoops, and tailored subscription bundles.
He also highlighted the potential for social video revenue to grow to over a third of total direct advertising revenue, citing the company's massive social followings on platforms like Instagram, TikTok, and Snapchat. Rothman sees value in creating hit social and video franchises that could attract advertisers for on-platform partnerships.
The hiring of Rothman comes shortly after The Daily Mail transitioned from talks with Axel Springer about a potential acquisition, reflecting optimism in digital media about the potential for direct-sold video shows to become a sustainable business model.
Written by urgent.news from Semafor's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
