Media Rep Firms Form Gen Media Partners

With advertisers demanding both extended reach and more precise audience targeting in their media buys, a number of media sales representative firms are joining forces to offer greater scale and flexibility. In the latest such tie-up, media sellers McGavren Guild Media, Local Focus, Commercial Media Sales, HRN Radio Network, and MG Malls are joining forces to create Gen Media Partners, an umbrella radio and digital media sales rep company.