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# Daily Mail hires Dispatch exec to build direct video ad business
- URL: https://fabric-media.ghost.io/daily-mail-hires-dispatch-exec-to-build-direct-video-ad-business/
- Published: 2026-08-17T17:44:54.000Z
- Updated: 2026-08-22T22:02:48.000Z
- Description: Daily Mail hired Mike Rothman, ex-president of The Dispatch, as North American GM to grow subscriptions and direct ad deals. He plans social video franchises, aiming for social video to top a third of direct ad revenue.
- Author: Fabric.Media Editorial
- Tags: Creators, Max Tani

**Why it matters.** Publishers betting on direct-sold social video are signaling they no longer trust shrinking programmatic demand to fund newsrooms.

*Signal from* [*semafor.com*](https://semafor.com/?ref=fabric-media.ghost.io) *·* [*Max Tani*](https://fabric-media.ghost.io/tag/by-max-tani/) *·* [*read the original*](https://www.semafor.com/article/08/16/2026/daily-mail-brings-on-exec-as-it-plans-video-expansion?ref=fabric-media.ghost.io)*.*