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Gerberding Joins Mediaguide

Veteran radio exec/consultant will work for media intelligence company co-founded by ASCAP

Joan Gerberding has joined Mediaguide as its executive vice president of advertising sales.

Mediaguide, founded seven years ago by ASCAP and ConneXus Corp., sells business intelligence and technology services to media, ad and entertainment companies. It developed its own audio fingerprinting technology and monitors some 2,500 radio stations for music and ads in 150 markets.

It noted Gerberding’s “experience in radio station advertising sales and executive management, and in the launch of alternative and digital media start-up and first-stage companies.” Noting her nickname of “Radio” Joan, CEO Steve Lubin announced the hire.

Gerberding began in radio as an AE for a Massachusetts station. For two decades she was an executive with Nassau Broadcasting Partners, rising to EVP/COO. In 1996 she created and launched an “unwired radio network,” Jersey Radio Network; four years later she formed Nassau Media Partners and was president of the division of Nassau, integrating digital signage into retail and commuter venues. She has worked as a consultant in recent years for numerous media companies.

She’s been active in American Women in Radio and Television, the Radio Advertising Bureau, Mentoring and Inspiring Women in Radio, the Paley Center for Media and The Women’s Media Center in New York City.

Gerberding called Mediaguide a good fit for her because the company can “capitalize on the emerging and absolutely essential need for accountability and proof of ROI for radio broadcasters, brands and other media across the country.”