CBS Corporation acquires eco-friendly media company EcoMedia
Mass media giant CBS Corporation has acquired EcoMedia LLC, an environmentally friendly media company, according to the company
In a statement, CBS President and Chief Executive Officer Leslie Moonves said that EcoMedia CEO and Founder Paul Polizzotto will continue with EcoMedia as president and continue to lead the new division, which will keep its name.
The New York-based media company and the Manhattan Beach, Calif-based eco-friendly media company have worked together as partners since 2008, engaging in a broad variety of environmental projects in CBS’s local markets.
CBS plans to incorporate EcoMedia’s green friendly offerings into all of its operating units, which includes television, online, radio, publishing and outdoor.
CBS Corporation has operations in almost every field of media and entertainment. The company serves audiences and advertisers in all 50 states and key international markets. CBS, formerly known as Columbia Broadcasting System, began in 1927 as a radio network.
One example of a project that EcoMedia
partnered to create is 2008’s CBS-EcoZone Green Schools Initiative in San Francisco, Miami and the suburban Chicago area.
The venture raised more than $650,000 worth of products and services for green projects and technologies to give a winning school in each city a “green makeover.”
The media giant now plans to leverage EcoMedia even further by having the new division work with each of the company’s business units to bring advertisers a new way to engage consumers while helping the environment.
Peter Dunn, president of CBS Televisions Stations Group, said that EcoMedia will “add a unique and desirable element to the sales packages (it) can bring to (its) CBS Television Stations Group client.”
“By including a green offering as part of the overall ad buy, advertisers will be able to address their sustainability objectives and green initiatives, and ultimately engage on a more meaningful level with their consumers,” Dunn said in a statement.
Wally Kelly, chairman and CEO of CBS Outdoor, added that EcoMedia will help complement the outdoor division’s ability to influence advertisers’ commitment to community.
“We provide tremendous presence in the marketplace, and the addition of EcoMedia's outreach into the environmental lifestyle of the community enhances the overall product that we deliver,” he said in a statement.
Now, with CBS, EcoMedia will continue working to become the primary solution for sponsors who want their media spending to help improve the environment.
“EcoMedia's sustainable media product is a unique solution that CBS can offer clients to fund energy efficiency initiatives as part of their normal advertising buys, including retrofits and solar installations on public buildings and schools, tree plantings and watershed clean-up projects,” Polizzotto said in a statement.
He added that being a part of CBS will increase EcoMedia’s ability to deliver environmentally centered media on a much bigger scale to markets nationwide.
According to The List online, CBS Corporation has utilized Los Angeles-based OMD West for its media buying and planning since 2008. The company has also used Phoenix-based McMurry Inc. for its “Watch!” magazine since 2005.
The Nielsen Company reported that CBS Corporation spent $76 million on measured media in 2009. About $13.7 was spent on spot radio ads, about $13 million was spent on national magazine ads and about $8 million was spent on national Sunday supplement ads.
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