Marketron buys Emmis Interactive


Marketron / MediascapeEmmis continues to unload assets: Marketron, provider of business software solutions for the media industry has acquired EI’s software and services–including the BaseStation, GeoStation and Guidable brands–and will become a part of Marketron Interactive, its division of data analytics and reporting products serving the media industry. Emmis Communications will continue as a core Marketron customer and retain an economic interest in Marketron’s success in expanding product and service offerings.

In addition to the acquired technology, Emmis Interactive’s executive team has been retained by Marketron to continue the legacy of client relationships. Deborah Esayian and Rey Mena will stay on and oversee the integration of Emmis Interactive’s assets and operations.

“Emmis Interactive’s software and services integrated with Marketron’s platform allows this growing business to expand more rapidly and impact the industry with a wider footprint,” said Jeff Smulyan Emmis CEO. “We’re proud of the business Deb and Rey have built and the client relationships they’ve fostered. It’s appropriate at this time to source a strategic investor who can take this business to a whole new level.”

“Emmis Interactive has several key assets that will add an important dimension and depth to our growing portfolio of solutions aimed at providing our media clients with the best digital tools to advance their business,” said Jeff Haley, Marketron CEO. “Emmis Interactive’s world-class software and business model are a perfect strategic fit on many levels with our current and future product innovations and will play a significant role in our company’s growth.”

RBR-TVBR observation: One of the core issues radio stations and groups had with Emmis Interactive from the start was that they were giving the keys to their online kingdom to essentially a competitor in numerous markets. That was a tough sell to overcome in some cases and the company didn’t prosper as the profit center they had expected over the years. This move will indeed allow for more growth, given Marketron’s resources and client reach.