Gen Media All On On Minority Business

• Gen Media Partners this week announced the formation of a strategic task force to champion the power and influence of certified minority-owned and -targeted radio stations to advertisers and agencies. Ann-Marie Figueira, who was recently promoted to Senior Vice President of Hispanic Platforms & Multicultural Initiatives, will lead the initiative.

“Our goal — our job — is to make sure advertisers and their agencies look beyond the large-scale companies and include independent, certified minority-owned and -targeted radio groups in their plans,” said Kevin Garrity, CEO of Gen Media Partners. “We’re already seeing a receptiveness to learning more about these stations and their effectiveness at reaching multicultural audiences with content that is relevant to their specific lifestyles, tastes, and cultures.”

Figueira stated, “Our team has a passion for and an understanding of owners and operators of independent multicultural radio — whether its urban, Indigenous, Asian, or Hispanic — and we’re excited to tell their story. Most independent minority owners are heavily involved, personally and professionally, with their communities. They serve on local boards and actively participate in local events. That deep level of direct engagement with the community enhances the already strong connection with audiences that radio is known for and builds an extra layer of trust that can enhance the effectiveness of an advertiser’s message.” Garrity added, “These radio stations are a cornerstone in multicultural communities, and their listeners buy millions of dollars of products each year. It’s a great story, and if we don’t tell it no one will.”