McGavren Guild, Local Focus, 3 Others Combine Under 'Gen Media Partners' Umbrella
March 30, 2015 at 3:27 PM (PT)
Advertising rep firms MCGAVREN GUILD MEDIA, LOCAL FOCUS, HRN MEDIA NETWORK, COMMERCIAL MEDIA SALES, and MG MALLS have been combined under a single umbrella operation with the new name GEN MEDIA PARTNERS. The arrangement will keep each of the individual companies intact; MCGAVREN GUILD MEDIA and LOCAL FOCUS Pres./CEO KEVIN GARRITY will head GEN MEDIA PARTNERS.
GARRITY said, “The altering marketplace doesn’t allow for stagnation. We are differentiating GEN MEDIA PARTNERS by proactively seeking new prospects for business development and by meeting the needs of advertisers with innovative solutions that deliver more revenue to our radio clients’ bottom line. The days of repackaging existing avails for share and calling that new business are over.
“At GEN MEDIA PARTNERS we can multiply the impact of each individual company’s advertising relationships and reach across traditional media sales boundaries to bring new advertisers to radio. We are initiating these conversations by leveraging all of the assets we represent -- radio, digital, events, concerts, and more – to take full advantage of every opportunity for revenue generation. Our ability to expand to even more complementary platforms is essential for fueling new business and for increasing the value of our radio partnerships.”
“As we move into the future, our radio partners will see more cross-platform selling, more new business, more revenue-generation, and more technologically advanced buying and selling tools,” GARRITY, a former CUMULUS VP/National Dir./Sales, GSM at CUMULUS' WESTCHESTER cluster, and AE at WABC-A/NEW YORK.
The combined operation has a new website at www.genmediapartners.com.