Binnie Teams Up With Gen Media

New England-based Binnie Media is moving its national ad sales representation to Gen Media Partners as part of a strategic alliance to drive regional and national ad revenue. As part of the agreement, which goes into effect tomorrow, Sept. 7, Binnie Media’s Boston office will handle all national business for Gen Media Partners, giving both companies, as well as 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 said, “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.”

Kevin Garrity, CEO of Gen Media Partners remarked, “I came back to the rep business to create opportunities with forward-thinking, independent broadcasters, who are underserved in attention and sales focus in their current national relationship. 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.”

As part of this new partnership, longtime industry vet Jimmie Vereault will handle national ad sales for Gen Media Partners out of the Boston office and use the combined Binnie Media-Gen Media Partners’ platforms to drive regional as well as national business.