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Car Dealer Says Pandora Works

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For months there has been a back-and-forth battle between radio and Pandora. Some in radio say listeners are already tiring of Pandora's advertisements when all consumers really want from them is music. And, Pandora has been telling everyone radio's advertisers are who they are going after. William Feinstein is the President of Planet Honda in New Jersey. He was so impressed with the results and the trackability of his campaign with Pandora that he signed on for a year.

Yesterday Feinstein pulled up his Google analytics statistics for us and cited how consumers who visited his website through an iPhone spiked during his Pandora campaign. Advertisers clearly want trackability and, like Feinstien, they are more sophisticated and require more than a ranker with extrapolations. Feinstein was pitched Pandora by a local rep who used to work for Clear Channel. And, it didn't hurt that he's been a subscriber of the service for years. We spoke to Feinstein yesterday to ask him why Pandora and why not radio.

Here's Our Interview
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(4/12/2012 6:43:21 PM)
PT Barnum would absolutely love Pandora; from the name alone to the production value...let's not forget his grand "10Cents to see the Great Egress" ! That man loved a good show.
I'm also reminded of Oz...whatever you do, do NOT look behind the Green Curtain.
I believe Pandora has a place, absolutely - but to compare it to or refer to it as "radio" is a misnomer - at the very least. Juke box, playlist, digital music delivery system - YES! Radio, no.
And the methodology and minimum and maximum spots is just dizzying. What is the sustainability of one commercial every 20 minutes? When the avg listener to P (via Triton) is 40 minutes, how do they guarantee a listener will hear a client's spot 2x? How would P be able to provide this to any other, much less 4 or 5 other advertisers??
He's been a "subscriber" for years? Me too. Wanna know how many times I've been on? Wanna guess how many times he's been on? Notice he didn't say he was a Listener or a User...he said Subscriber.
And Impressions - seriously - since when does Radio not have Impressions? A long time ago buyers wanted to go to Ratings and forget Impressions - where's that guy's radio-rep with those?
And, if memory serves, Radio's numbers are extrapolated (think that was his favorite word in the interview) by third party sources - can P say the same? After all Radio doesn't supply its own information to a third party to then ask that party to measure it. Can you imagine if they did!? P is still insignificant enough to get away with Self-Reporting....but soon...that too will end. Green curtain, green curtain, green curtain...
And buying by county? Which counties? The county of the IP address of the device the end-user has accessed P through? The county a potential car-buyer lives in or the county that person works in? I live in a big state - most of the 100 people in my office live in 1 county and work in another - there are 11 counties in my DMA, my office peeps live in 11 different counties. Oh - and all of our computers at our desks - where we might access P - all of the IP addresses are in another city five hours away.
Ubiquitous Pandora isn't, nor should it want to be.
Radio, Pandora isn't, nor should it want to be.
If you're a Lion, roar and be a Lion.
If you're a chicken-hawk, be a proud chicken-hawk! After all, Foghorn Leghorn loved that lil guy!

- Smoke & Mirrors
(4/8/2012 7:48:01 PM)
to those who call jocks
blather they should read of thehistory of radi over thelast 20 years and see how corporate radio as literally watereddown the personality . side of broadcasting
people relate to people they like music but good onair communication still sells. as for track ability that remains a major issue and with the advent of theppm it may be an issue that is " on its way to be resolved "

- lee pettigrew
(4/6/2012 2:00:31 PM)
Once again, Ken nails it right where the bleeding is the most profuse. I only take issue with one of Chuck's points - and not because I disagree, but because there are solutions.

If Radio's bacon is to be saved, it will be as a result of addressing two important, internal issues. Those being: 1.) The production of inferior spots and 2.) The training and/or re-training of Talent. Anything else just stirs up more clouds of distaste or indifference.

- Ronald T. Robinson
(4/6/2012 1:01:43 PM)
Ken you are dead on with your comments. I would also add... (1) The 30 and under crowd in general doesn't want DJ blather. Jocks are not their friends

(2) We must pressure radio manufacturers to buld in DVR capability. Television DVR has changed consumer's mindset. I'm so used to be able to pause TV for a food run or bathroom break... or rewind when I have one of those "what did he say?" moments.

(3) Of course time delayed listening means that time, traffic, weather, etc. will no longer have meaning. Most of the 40 and under crowd already depend on their smartphones for traffic, weather, breaking news. We better be prepared to have content so compelling that we can attract listeners without all our little add-ons.

I own a small market AM and have been a radio junkie all my life... listening 5 or more hours per day. Over the past two years I now listen to zero music on terrestrial radio and maybe 10 minutes of talk. I'm about 80% XM/Sirius and 15% Pandora... and I'm in my early 50's. Just imagine what our kids are doing.

- Chuck
(4/6/2012 12:50:35 PM)
To Joe B, Angelica, and others who are holding onto the past...

Quite a few points to address; the most important being "Pandora is not radio and those touting it as being wonderful don't get what radio is about."

1) Radio is whatever the client/consumer chooses to call "radio." Thinking that you still have the power to define it for each group is a misstep.

2) Do you honestly believe that people who have spent decades in radio "don't get what radio is about"? (I, and many others, fall into this category.) Is it possible you are not getting what "accountability" is about?

3) Re: "The personalities you listen to are your friends..." may have been radio's strong point a decade (or more) ago, but that's a watered-down statement in today's world of voice-tracking and jock layoffs.

4) Re: "I am tired of reading/listening to these worn stories about Pandora. It's all 'hype'..." ... "Please stop writing about it and let it just disappear." So, your solution is to not report on the activity which is captivating media buyers - who are shifting more dollars to new media campaigns each year? How wise is that? If you believe that Pandora (or its form of accountable advertising) will disappear, you are the one needing a reality check.

5) Re: "Do you think there might be just one other dealer who satisfied with the results of radio, or dare I say a radio and digital campaign..." Yes, on the first part, but more dealers are placing more money online for a reason. Also, the radio industry has not demonstrated a true "digital campaign" to date. Not, at least, in the sense of managing metrics and accountability. A banner ad run is not a digital campaign.

Be thankful that you have a publication like Radio Ink that's willing to put itself on the line to bring the fine points of advertising's future to you. As distasteful as those points may be they are where media buying is headed, with or without you.

Radio is a powerful media when done right. But there's been a fracturing of audience, across multiple new audio options, and that, coupled with radio programming not staying as sharp as it was in the past, means change is needed within the industry to maintain relevancy for advertiser and audience.

- Ken Dardis

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