Mail Metro Media hires Edmunds for new video and podcast sales role

Guy Edmunds, the former sales director of the The Guardian, has joined Mail Metro Media as media director of video & podcast, a newly-created role.

Edmunds departed The Guardian in early May after 20 years at the publisher. He had been sales director since January 2022, and previously was trading director and head of investment, having joined as a trainee executive in 2001.

A spokesperson for Mail Metro Media told The Media Leader that the Daily Mail publisher has created role of media director of video & podcast and its commercial team is continuing to invest in “even more innovative and engaging multi-platform solutions”.

Last year MMM relaunched its paid digital-edition service Mail+ with access to podcasts and videos as part of additional content for subscribers.

It is understood that the publisher’s commercial team has begun active conversations with advertisers and agencies about being more innovative and collaborative as it pivots to being a “data-led” business. MailOnline is the world’s fifth-biggest news website according to SimilarWeb data, with nearly 400 million site visits recorded in May.

The Mail brands’ commercial team is also developing new app ad formats and has launched a vertical video player to serve a growing demand for smartphone-ready content in the style of TikTok and Instagram Reels-style.

The spokesperson added: “Guy brings with him a wealth of knowledge and experience which will undoubtedly drive forward our commitment to delivering best-in-market media opportunities for our advertising partners and ultimately, content for our valuable audiences.”

Last month, MailOnline surpassed The Sun and The Mirror to become the largest monthly online newsbrand in the UK (excluding the BBC).