If they threw the kinds of money around for jazz as they do for pop they'd lose their shirts. As it is, they lose on most artists they promote and make it up on the few who become wildly popular. And when they lose their popularity, goodbye. Why do you think Columbia dropped Wynton Marsalis when his sales started dropping? Sure throwing big bucks at jazz would result in greater sales, but never enough to warrant the money spent.
Why is it that so many jazz fans think it's just a matter of getting the word out? Face it, no matter how good the music you like is, most people don't, or won't, like it.