NH Radio: Binnie Media, Gen Media Partner For Sales Rep

Binnie Media is moving its national ad sales representation to Gen Media Partners as part of a unique strategic alliance to drive regional and national ad revenue. The deal goes into effect on September 7, 2017.

As part of the agreement, 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.”

“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,” added Massimo Rosati, Executive Vice President of Binnie Media’s Radio Division.

“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,” explained Kevin Garrity, Chief Executive Officer of Gen Media Partners.

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

Binnie Media is a multi-platform media company featuring 16 radio stations in NH and ME that reach 250,000 people each week across seven New England markets and NH1.com, New Hampshire’s fastest growing news and information site with 1.5 million pageviews per month.

Binnie Media works with local, regional and national advertisers to create and execute successful marketing campaigns to drive sales for its partners. Locally owned and locally managed, Binnie Media is headquartered at the NH1 Media Center in the state capital of Concord with corporate offices in Portsmouth, NH. Additional facilities and offices are located in Dover, Manchester, Nashua, Laconia and West Lebanon, NH, Portland and Rockland, ME and Boston, MA.