SOURCE: Earth Advertising

September 11, 2007 15:37 ET

New Companies Sprout Up to Help Marketers Reach Green Businesses (Earth Advertising in Crain's)

BOSTON, MA--(Marketwire - September 11, 2007) - E-Wire -- As green becomes a more vibrant hue in corporate America, new media and marketing companies are emerging to help b-to-b marketers reach an expanding pool of environmentally conscious buyers.

In the last year, the following companies, solely dedicated to the green marketplace, have opened up shop:

Greener World Media debuted in February with several e-newsletters and Web sites, including GreenBiz.com and ClimateBiz.com. The company, led by former Primedia Business senior executive Pete May as president-publisher, has an aggressive growth plan for Web sites, multimedia channels and a social networking platform.

Trade show organizer Green Media Enterprises was launched in June. The company expects its inaugural events, Green West and Green East, to draw 400 green exhibitors when they debut next year in Los Angeles and New York, respectively.

Earth Advertising, established in April, provides public relations, brand strategy, e-media and advertising for companies that want to enhance their green branding. The company is an offshoot of pioneering green marketing company eFlicks Media, which was launched in Boston and Los Angeles in 1997.

The emergence of environmentally focused media and marketing companies comes amid increased efforts by both the public and private sectors to cut carbon dioxide emissions and encourage the development and use of alternative sources of energy.

For instance, President Bush has called for plans to reduce Americans' use of gasoline by 20% during the next decade. In June the United States Climate Action Partnership, which includes many of the world's largest corporations and leading environmental groups, expanded its membership to 29 organizations.

The group, whose members include Deere & Co., General Electric Co., Siemens Corp. and the Natural Resources Defense Council, has called for a nationwide limit on carbon dioxide emissions that would lead to a reduction of 10% to 30% over the next 15 years.

However, while green increasingly is going mainstream and more companies realize that protecting the environment makes good business sense, efforts to bring green buyers and sellers together are still in the embryonic stage.

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