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Car Dealer Says Pandora Works



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(4/6/2012 11:46:51 AM)   Flag as inappropriate content
One car dealer satisfied with the results of Pandora. 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 it would nice to see that in Radio Ink as well
- ANGELICA BALDERAS
(4/6/2012 9:29:19 AM)   Flag as inappropriate content
Radio Ink: great, and important, article. Thank you.
- mike dougherty
(4/6/2012 9:11:56 AM)   Flag as inappropriate content
Thanks for publishing this. Here's my take: http://www.markramseymedia.com/2012/04/surprise-advertisers-want-results-and-tracking/
- Mark Ramsey
(4/6/2012 8:38:06 AM)   Flag as inappropriate content


It's not a game changer.

Pandora is not radio and those touting it as being wonderful don't get what radio is about.

The only reason that some people chose to listen to Pandora was to avoid commercials. Well, now the cat is out of the box as Pandora is broadcasting commercials. Otherwise they can't survive. Advantage is now gone.

What good radio has over Pandora and a CD player, Ipod, etc., is that it is personal. Pandora can never do that.

The personalities you listen to are your friends. There is an affinity that keeps one smiling all day.

In all honesty, I am tired of reading/listening to these worn stories about Pandora. It's all "hype" and the fact that RadioInk gives it an audience is even more disturbing. Please stop writing about it and let it just disappear.

This mag used to hype satellite radio and we see where that's going. Bankruptcy.

- JOE B
(4/6/2012 6:38:21 AM)   Flag as inappropriate content
Ed:

This is the most important interview for a radio person - verbal or written - that I have been exposed to since the internet became an object of attention. It shows exactly why there should be concern within the radio industry, and how an advertiser views Pandora (and, by default, the whole of digital advertising) against traditional radio.

It's time for broadcast radio management to realize this is real, not some pie-in-the-sky promise. Listening to this advertiser's interview succinctly drives that point home.

What broadcasters have not yet come to realize is that, with a little work, they can also deliver accountability in advertising. The "how" is by constructing an over-the-air campaign with an online element, and then placing the proper analytical coding within. I've been pointing to this approach for over a decade.

The accountability factor is the heart of why this advertiser is now so committed to putting his money on Pandora. But, if you listen carefully, it's also coupled with the perception that Pandora cares about him and his advertising dollars' response, and radio sales reps do not.

- Ken Dardis


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