Kevin GarrityCEO
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September 10, 2019
Kevin GarrityIt's challenge for an independent radio sales and marketing company to succeed these days when you're going up against some well-established corporate powers. Yet Gen Media Partners brought together the operations of McGavren Guild Media, Local Focus Radio, HRN Media Network, MG Malls and more to create the largest independent radio representation firm in the country, offering a platform of more than 1,000 exclusive radio stations in 330 markets - with a special emphasis on Hispanic radio. Here, CEO Kevin Garrity discusses how Gen Media succeeds, the current radio sales terrain and how he sends radio and its advertisers the right, positive message.
You've been doing radio sales for 30 years. How has the business or challenge of selling radio spots changed over the years ... is it easier or harder?
The basic tenets of selling radio have remained the same in terms of its reach, usefulness, relationship with the listener, and ability to build brands and business. What's changed is you have more competition from digital, cable, etc. It's not about easier or harder; it's that the consumer has more choices, and we need to be more strategic and more creative in how we use our audio assets to market advertisers' products.
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