Digital News Network -- Scale & Revenue Growth
The Hill was an established political news brand with a loyal editorial audience but limited digital video scale. The opportunity: build a YouTube-first news show that could compete with the major cable networks on reach, not just credibility.
AAM was brought in at the executive producer level to build the editorial framework, talent strategy, and digital distribution system for Rising — and to turn it into a revenue-generating asset.
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Why It Matters
- Rising demonstrated that legacy news brands could build meaningful new audiences without replicating the cable-news model.
- We turned a declining YouTube franchise into a high-growth digital property by rethinking the entire product — editorial positioning, talent, format, packaging, publishing cadence, and distribution — creating a repeatable playbook for audience growth and monetization.
I have had several opportunities to work with Driss and his team, including at The Hill, where they led the process to relaunch our marquee YouTube show and reversed a two-year viewership decline. Not only do they have the creative and technical know-how, they also understand how to effectively partner with management teams to ideate and create solutions that meet the needs of the business.
Sarah Katt
SVP, The Hill
