Genesis Media Holdings, owners of McGavren Guild Media, McGavren Guild Malls and Local Focus Radio, has added Commercial Media Sales (CMS) to its roster, which represents radio stations in small and medium sized markets across North America. As part of the deal CMS founder Roger Rafson has joined Genesis Media Holdings to oversee a new political ad sales initiative. Rafson is a 35+ year ad sales veteran who launched CMS in 1982.
Said Shaun Newman, chairman of Genesis Media Holdings: “This is a red-letter date for Genesis Media Holdings. Commercial Media Sales is a great addition to the Genesis corporate family as they have long been recognized as an industry leader in selling ad time on behalf of small and medium market radio stations. Moreover, this acquisition is consistent with our growth strategy and reaffirms our commitment to reshape our markets by innovating and becoming the market leaders.”
Billy McEntee, Genesis CFO, added, “Having Roger on board as a dedicated political radio sales expert working across the entire Genesis Media Holdings portfolio of McGavren Guild and Local Focus stations will put us in a great position to generate significant billings on their behalf during upcoming election cycles. Roger has extensive expertise and strong connections in the Capitol, which ties in perfectly with our plan to grow the political/advocacy segment of the business by bringing new money into radio.”
Rafson founded CMS to make it easier for media professionals to advertise on radio stations in smaller markets. He began his radio sales career in 1975 selling for classical music station WEFM in Chicago. He later sold television advertising in Chicago for TeleRep, a national rep firm, and for KDKA-TV, the CBS affiliate in Pittsburgh.
At Genesis, Rafson will work for the Local Focus and McGavren Guild rep firms to grow political ad revenue for client stations. The initiative will include aggressive marketing, dedicated support staff and new platforms to offer the political campaigns.