""We are ambitious that this will become a significant part of DMG Media," Nick Moar, head of new media at DMG Media, stated. "We are constantly testing and iterating, but the strategy is set: social and new media publishing business across multiple passion points and genres, all powered by creators.""
""Publishers like DMG Media are pushing into the creator space, but with their own twist: a controlled, in-house model that puts creators on payroll - blending personality-led content with the structure, consistency and brand safety of traditional editorial.""
DMG Media has onboarded over two dozen creators since launching creator-led social channels in October 2025. These creators produce 10 to 20 videos daily on various topics, achieving 250,000 to 300,000 views on average. The initiative aims to blend personality-driven content with traditional editorial standards. DMG Media's strategy focuses on scalable, audience-driven content to unlock new revenue opportunities. This move aligns with a trend among media companies to establish creator networks to engage younger audiences and attract advertisers, as platforms like YouTube and TikTok gain prominence.
Read at Digiday
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