Interep, a sales rep firm, has announced plans to sell combination buys across its radio and online properties. The firm claims radio and online work well together as the two media are commonly consumed in tandem. Interep sales reps will be trained to embrace and sell this new integrated offering and be tasked with selling directly to the client.
This end-run around the agency combined with the natural tendency of most media buyers to break up combos to suit their client’s individual needs, makes this offering, while admirable, shaky at best.
