Region Media and Gazprom-Media Radio (GPM Radio) have established a single seller of radio advertising, Dom Radioreklamy, with the representatives of both organizations signing the relevant documentation on Wednesday. The new entity will manage the advertising inventories of GPM Radio, All-Russia State Television and Radio Broadcasting Company (VGTRK) and other radio stations. Professionals with extensive experience in the radio industry, including employees of GPM Radio’s sales operations, will form the basis of the sales house.
Elena Tarasova, who previously worked as the director of the European Media Group - Media Plus sales house in St. Petersburg, will be at the helm of the new company.
“We have been promoting the idea of organizing sales on a single platform for many years. The reasons for this - stabilization and growth of the radio market by bringing in ‘new money’, improved audience measurements, and improved quality of customer service. Once a time, combining entities was just an option, but now it is necessary for the development of the industry. Taking into consideration how much collaboration experience Gazprom-Media’s television assets have with the National Advertising Alliance, as well as the high level of professionalism of the employees at Gazprom-Media Radio and Region Media, shareholders decided to transfer the sales functions of GPM Radio to a joint sales house,” said Yuri Kostin, general manager of GPM Radio.
“A single platform will allow advertisers to optimize the return on investments into advertising thanks to a broader coverage of the target audience. This will have a positive effect on sales dynamics and will increase the profitability of radio stations,” said Elena Praslova, general manager of Region Media.
In its initial stages, Dom Radioreklamy will focus on the advertising potential of the radio stations Avtoradio, ENERGY, Echo Moskvy v Peterburge, Radio Zenit, Zhara, Yumor FM, Vesti FM, Mayak, Comedy Radio, Like FM, Relax FM, Radio Rossii, Radio Romantika, Detskoe Radio, Radio MIR, and Radio Kultura.