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𝐋𝐚𝐝𝐢𝐞𝐬 & 𝐠𝐞𝐧𝐭𝐥𝐞𝐦𝐚𝐧,

𝐜𝐡𝐢𝐥𝐝𝐫𝐞𝐧 𝐚𝐭 𝐡𝐞𝐚𝐫𝐭 & 𝐨𝐟 𝐚𝐥𝐥 𝐚𝐠𝐞𝐬..

𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧 𝐚𝐥𝐥 𝐰𝐞𝐞𝐤 𝐥𝐨𝐧𝐠 𝐡𝐞𝐫𝐞 @

𝟗𝟕.𝟓 𝐅𝐌/𝟏𝟑𝟐𝟎 𝐀𝐌 𝐖𝐅𝐇𝐑 𝐋𝐨𝐜𝐚𝐥𝐥𝐲 𝐆𝐫𝐨𝐰𝐧 𝐑𝐚𝐝𝐢𝐨…

𝐉𝐨𝐢𝐧 𝐮𝐬 𝐟𝐨𝐫 𝐬𝐞𝐫𝐢𝐨𝐮𝐬 𝐜𝐨𝐦𝐞𝐝𝐲

𝐥𝐢𝐯𝐞 & 𝐝𝐢𝐫𝐞𝐜𝐭 𝐟𝐫𝐨𝐦

𝟕-𝟏𝟎: 𝐌𝐨𝐫𝐧𝐢𝐧𝐠𝐬 𝐰𝐢𝐭𝐡 𝐖𝐅𝐇𝐑

𝟏𝟎-𝟏𝟏: 𝐌𝐨𝐫𝐧𝐢𝐧𝐠 𝐌𝐚𝐠𝐚𝐳𝐢𝐧𝐞

𝟗𝟕.𝟓 𝐅𝐌/𝟏𝟑𝟐𝟎 𝐀𝐌

𝐖𝐅𝐇𝐑

𝐋𝐨𝐜𝐚𝐥𝐥𝐲 𝐆𝐫𝐨𝐰𝐧 𝐑𝐚𝐝𝐢𝐨…

Two questions are consistently asked of Pandora’s business model: Can it sell more advertisements, and will it generate more revenue? The music industry sees a company that has placed market share ahead of revenue growth. People often wonder if Pandora could put more emphasis on growing revenue as it seeks lower royalties.

The short answer to both questions is yes, Pandora will sell more ads and generate more revenue. Although its business model has been widely criticized, the Oakland, Calif.-based company is well-positioned to turn its massive listening audience into profits.

The U.S. radio market is immense. Broadcast radio advertising totaled $14.2 billion in 2012, according to the Radio Advertising Bureau. About 242 million Americans listen to radio every week, according to Arbitron. Listenership is heavy across age groups: 90.9% of 12- to 17-year-olds, 90.8% of 18- to 24-year-olds and 94.5% of 25- to 54-year-olds. But only a handful of eventual Internet radio winners will be rewarded handsomely for their efforts.

This is partly because radio is a traditional business that hasn’t yet experienced the same kind of digital disruption as, say, recorded music and newspapers. Even though Pandora, SiriusXM, iHeartRadio and Slacker have helped transform how people enjoy a “lean back” listening experience, traditional AM/FM radio still rules in 2013.

An investor tells Billboard he warmed on Pandora after recognizing that it’s a radio company rather than an Internet music service. The opportunity stems from the ubiquity of the mobile phone, this generation’s version of a transistor radio, he says. Pandora is simply using a different platform to engage listeners in a very familiar way. “If you just think of it that way, this is a really interesting story,” he says.

While on-demand services like Spotify have to foster an entirely new consumer behavior (renting music), Pandora benefits from the familiarity of radio. “These guys don’t have to create a new business,” the investor says. “They don’t have to change consumer habits.”

Perhaps Pandora’s biggest strength is its best-of-class status. No other digital radio company is so well-positioned to capitalize on a shift of ad dollars from traditional broadcast radio to Web radio. And no other platform can deliver both audio and display ads to more than 71 million monthly active users while allowing advertisers to target by demographic characteristic and location.

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