WASHINGTON D.C. — Semafor hired Adam Banicki as its first head of video, assigning him oversight of both the editorial and commercial sides of the company’s video business. The move is part of a broader strategy to expand Semafor’s video and event-driven media model rapid growth in its digital offerings.

Banicki brings extensive experience from previous roles at Fortune Media and The Wall Street Journal. He previously served as general manager of video at Fortune Media and spent more than five years at The Wall Street Journal, most recently as senior executive producer of YouTube. At Semafor, he reports directly to chief commercial officer Rachel Oppenheim, who was promoted from chief revenue officer six months ago.

Semafor’s video revenue has grown 150% year over year, and the business is on pace to generate high-seven- to low-eight-figure revenue by the end of 2026. The company currently produces three video shows: CEO Signal, hosted by Andrew Edgecliffe-Johnson and Penny Pritzker; Mixed Signals, hosted by Ben Smith and Max Tani; and Compound Interest, hosted by Liz Hoffman. At least five new video shows are in development.

Instead of relying on pre- and mid-roll advertising, Semafor monetizes its video content through long-term sponsor integrations. Google has been embedded in Mixed Signals since the show’s launch, and PwC sponsors CEO Signal across its video, digital, and events expressions. The CEO Signal newsletter is restricted to chief executives of companies with more than $500 million in annual revenue.

“We have a lot of conversations where we are literally discussing how we can dispose of scale-based thinking,” said Justin Smith, cofounder and chief executive of Semafor. “You have to abandon those old tendencies and invent a new playbook, which says that not all clicks are equal.”

Semafor generated $40 million in revenue in 2025 and raised $30 million at a $330 million valuation in January 2025. Its events business accounts for more than half of total revenue. The company’s World Economy Summit in April 2025 drew more than 500 CEOs, and Semafor is targeting 1,000 chief executives for next year’s summit. Future gatherings will include dedicated on-site studios to produce podcasts during events.

Rachel Oppenheim emphasized a deliberate audience strategy for key products. “Every media company puts resources behind audience development,” she said. “For CEO Signal, we are doing audience defense.”

Semafor’s appointment of Banicki reflects a strategic bet on integrated video leadership as the outlet scales beyond traditional digital publishing. By aligning editorial and commercial control under one executive, the company aims to differentiate its high-value, sponsor-supported model from ad-driven platforms. This approach aligns with its broader focus on elite audiences—evident in both its restricted newsletters and invitation-only summits—and follows substantial recent investment and revenue growth.

The company’s rejection of scale-based metrics in favor of audience quality signals a shift in media strategy industry-wide challenges to legacy advertising models. With video revenue surging and events driving the majority of income, Semafor is positioning itself as a hybrid media and convening platform targeting corporate decision-makers.