DMG says social-only briefs now supply 30% of New Media revenue
DMG Media's New Media director Nathan Aspell says social-only campaigns now account for 30% of the division's revenue. Those briefs exclude the group's print and website products. Aspell told Digiday that the social component of one cross-platform campaign signed this month was worth seven figures, but DMG has not disclosed the division's total revenue. The division employs 25 salaried creators, and the company owns the formats they develop. Aspell says creators appear in 90% of its branded content.
THE BREAKDOWN
Ask a publisher to separate its social production fee from the cost of access to its audience. Compare a publisher-hosted series with a creator-owned format on the same deliverables and distribution rights before accepting a package price. A salaried creator agreement needs clear terms for ownership of recurring formats and use of the host's identity after departure. For independent talent, retain ownership of the format or price a buyout separately from the on-camera fee.
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