A Big National Ad Rep Shift For SBS

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Updated at 4:10pm Eastern


MIAMI — Until now, its collection of radio stations has been represented on a national level by Gen Media Partners

That’s changing, thanks to an agreement signed this morning by this Hispanic media company’s COO, Albert Rodriguez.

What’s the new national representation firm for Spanish Broadcasting System?

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SBS has signed an agreement naming Katz Media Group its media representation company.

It is a multi-year deal, and involves SBS’s broadcast radio properties.

And, Rodriguez tells RBR+TVBR, it is an expansion of a relationship that began two years ago, with Katz’s representation of SBS’s digital assets. “We’ve been pleased with the outcome of digital in terms of growing our programmatic, with double-digit growth,” he says. ”

The national representation does not include SBS’s Aire Radio Networks, and does not involve network activity at the company.

“We’re very excited about this new partnership,” Rodriguez says. “We think it is a win-win for both businesses. As we continue to grow our platform, Katz will grow its platform. I have full confidence in [Katz Media Group] CEO Mark Gray.”

Rumors of a switch from GMP had been swirling across South Florida for the last several weeks. On Monday (4/5), Rodriguez began his work day by finalizing the contracts with Katz. For SBS, the decision ends a lengthy relationship that predates the 2015 creation of Gen Media Partners. At the time, McGavren Guild Media, owned by Genesis Media Holdings, saw Genesis purchase rep firm Local Focus. That firm was combined with McGavren Guild, forming GMP’s national rep business dedicated to focusing on the independent broadcaster.

According to Rodriguez, SBS was a McGavren Guild client for nearly two decades.

Commenting on the company’s decision to switch to Katz, he says, “We parted ways amicably, but we wanted to take the business in a different direction.”

In fact, SBS tossed around the idea for self-representation, given the demand of marketers in reaching the Hispanic consumer. “We discussed it internally, but decided to go in this direction,” Rodriguez says.

And, with WSKQ-FM “Mega 97.9” in New York, according to Rodriguez, today the “most-listened-to streamed radio station in the U.S.,” the timing couldn’t be better. “It’s the perfect time for Katz to partner with us,” he says.


HRN Media Network is not involved in this matter, as originally reported by RBR+TVBR. Furthermore, HRN Media remains the exclusive ad sales partner for Estrella Media.

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