Lazer Broadcasting has become the second operator of Spanish-language radio stations to commit to national ad sales representation with an independently owned multi-platform media sales organization that owns such entities as McGavren Guild Media and Sun Broadcast Group.
In this case, however, its an expansion of a relationship that solidifies Gen Media Partners (GMP) as its sole national ad handler — a move made possible by a competitor’s closure.
Until now, GMP has represented Lazer in seven of its markets, handling 17 radio stations.
The other 26 stations Lazer owns are now going to GMP.
The decision was made by Lazer, the Oxnard, Calif.-based media company owned by President Alfredo Plascencia, following the end-of-2019 wind-down of Entravision Communications‘ national radio spot services.
Plascencia says Lazer has developed “a very strong relationship” with the team at Gen Media Partners. “They have been focused and aggressive in seeking national business for our stations,” he says. “Based on their performance, moving our entire group under Gen Media Partners was a natural progression and a great choice. Gen Media Partners and Lazer are well-aligned for growth in national revenues.”
GMP CEO Kevin Garrity added, “Alfredo has built a powerful Spanish Language radio group, and I am extremely grateful at the confidence that he and Gerardo have placed in our team. Having all of the Lazer stations on our Hispanic platform solidifies Gen Media Partners as a dominant player in Hispanic radio today. I am excited at the many opportunities we can create together.”
Also chiming in: Lazer Chief Revenue Officer Gerardo Martinez.
“I’m thrilled about consolidating national ad sales representation for our complete list of stations with Gen Media Partners,” he said. “Given the preeminent position of the Gen Media Partners Hispanic platform and a team that is laser-focused on driving revenue for our radio station brands, I’m very excited.”
With the end of Entravision’s national radio spot services came the elimination of some 20 positions at the company. It represented radio stations owned and operated by Bustos Media, Lotus Communications and the U.S. subsidiary of Mexican media company MVS, in addition to Lazer.
Lotus Communications was Entravision Solutions’ largest client. On Jan. 6, they went with GMP.
Entravision announced that Katz Radio would provide national spot advertising services to its owned and operated radio stations, effective Jan. 1, 2020.
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