Gen Next: Binnie Links Up New National Ad Rep Deal

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As part of what a New England broadcast company calls “a unique strategic alliance to drive regional and national ad revenue,” it’s inked a brand new national ad sales representation agreement with the largest independently owned radio rep firm in the U.S.


The company is Binnie Media, and it is now working with Gen Media Partners, effective Thursday (9/7).

While Gen will officially represent Binnie, the agreement calls for Binnie Media’s Boston office to handle all national business for Gen Media Partners.

This, the companies say, gives Gen Media Partners’ other station partners expanded Boston and New England presence and increased regional opportunities.

“Considering where national and regional business has been heading, we were looking for a partner open to a new kind of relationship that would capitalize on each company’s platforms to grow revenue,” said Lee Kinberg, President of Binnie Media. “We needed a sales and marketing team that was open to breaking down the lines of the traditional rep-station relationship without the inherent conflicts of interest that sometimes arise in the national representation business.”

Massimo Rosati, EVP of Binnie Media’s Radio Division, added, “Our partnership allows us to work hand in hand with a great organization, whose focus on driving revenue for Binnie Media as an independent, locally owned, locally managed broadcaster aligns perfectly with our goals.”

For Kevin Garrity, CEO of Gen Media Partners, his return to the rep business was fueled by a desire “to create opportunities with forward-thinking, independent broadcasters who are underserved in attention and sales focus in their current national relationship.”

He added, “Binnie Media has an exceptional list of stations in the northeast, and we are very much aligned in our view of how national ad sales has changed and how we can work together to grow the business.”

With the new partnership, Jimmie Vereault will handle national ad sales for Gen Media Partners out of their Boston office and use the combined Binnie Media/Gen Media Partners’ platforms to drive regional as well as national business.


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