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Volume 21 No. 26
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ESPN hires Good Karma Brands to sell digital ads in four metro markets

Editor’s note: This story is revised from the print edition.

With ESPN looking to grab a greater slice of the fast-growing digital media pie, Good Karma Brands has won the assignment to sell ESPN digital advertising in four metro markets.

Milwaukee-based Good Karma owns and operates several ESPN Radio affiliates. It is selling digital advertising in its ESPN radio markets of Cleveland; Madison, Wis.; Milwaukee; and West Palm Beach, Fla.

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The digital advertising will appear on ESPN.com, the ESPN app and the WatchESPN app. Good Karma will act as an agent of ESPN with local advertisers in each of the four markets, Good Karma owner Craig Karmazin said.

Advertisers can target specific audience demographics or geographic areas, he said.

Karmazin called the ESPN deal transformational for his company. “This … changes who we are on day one,” he said.

Good Karma’s sales staff is handling the pitch, but Karmazin said he will add sales representatives in the near future.

As an example of digital’s growing appeal, a consultant to ESPN predicts the amount of money metro Milwaukee advertisers spend on digital — to reach consumers via mobile devices, tablets, laptops and desktop computers — will exceed traditional media for the first time in 2016, Karmazin said.

Rich Kirchen writes for the Milwaukee Business Journal, an affiliated publication.