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Emmis Expands Social Marketing Focus

New service looking to tap growing marketing spending

Radio broadcaster (and magazine publisher) Emmis Communications announced the launching of a “social impact marketing firm” called Incite.

Through Incite, Emmis aims to take advantage of increases in social marketing expenditures. President/CEO Jeff Smulyan said in the announcement that expenditures on “cause and social marketing” have grown from $816 million in 2002 to a projected $1.7 billion in 2011.

“This growth is indicative of the heightened need for marketers to effectively communicate messages of societal importance.”

Early clients listed are the New York City and Los Angeles County Departments of Health, Purina, State Farm Insurance, Roche Diagnostics, Lower Colorado River Authority and Anthem Blue Cross Blue Shield.