RAIN 6/14: Pandora targets local advertisers with new Reseller Program

Michael Schmitt
June 14, 2012 - 1:00pm

Pandora localPandora has announced it will let local media companies bundle its ad inventory into packages for local advertisers. Called the Pandora Local Reseller Program, the company hopes it will "help local advertisers utilize mobile advertising to reach on-the-go consumers."

Pandora says the new program is "an extension of the company's broader local sales strategy to extend its reach to secondary and tertiary markets." That strategy has reportedly resulted in more than 800 local ad campaigns scheduled for this year, a 100% increase from two months ago.

"Partnering with Pandora gives us a competitive-edge in growing our digital business, which opens up new revenue opportunities," said McClatchy Company VP of Interactive Media Christian A. Hendricks. The Miami Herald and The Tacoma News Tribune, two McClatchy newspapers, are utilizing the Local Reseller Program.

"With 70% of their massive audience on mobile devices, Pandora can offer local market media companies a lot of extra clout in reaching mobile customers," comments Jennifer Lane at Audio4Cast (here). "Mobile impressions are probably more valuable as location based ads, targeting listeners who are close to an advertiser location."

Pandora has also been reaching out to local advertisers directly, opening local sales offices in New York, Los Angeles, Detroit, Dallas, Atlanta and recently in Chicago (RAIN coverage here). It also recently released local audience measurement data from Triton Media (RAIN coverage here).

You can find more from Pandora here.

Paul Maloney
June 14, 2012 - 1:00pm

There are four different groups have applied to control the proposed ".radio" top level domain, it was revealed yesterday.

This time last year ICANN (the Internet Corporation for Assigned Names and Numbers, the group that regulates the Internet's domain naming system), announced it would allow for companies to create new "generic top-level domain" (gTLD) names (the part to the right of the "dot" in web addresses, e.g. ".com," ".net," ".edu"). Yesterday ICANN released the list (here) of applicants and their requested gTLDs.

As CEO George Bundy announced at RAIN Summit West, BRS Media (which administers .fm and .am domains) was one company applying for the .radio TLD. The European Broadcasting Union has applied as well. The other two applicants are domain registry companies Afilias (which launched the ".info" TLD in 2001), and Donuts, which last week announced private equity and venture funds had invested over $100 million for the company to apply for 307 TLDs (CNet coverage here). Just the application fees alone cost nearly $57 million.

The obvious question: Why? Forbes spokes with an attorney named Richard Stockton, who thinks "the possibilities of gTLDs are nearly limitless. Banks, for example, could use gTLDs to reinforce security; customers would know that only domains ending in .chase are safe places to conduct transactions. Automobile companies like Volkswagen could create separate domains for each of their car models. Nike could give customers their own .Nike sites, where they could customize merchandise and maintain an account."

Donuts' founders include Paul Stahura, founder of eNom.com (which sells domains to the public, like GoDaddy) and Richard Tindal, who launched the ".biz" extension. A Donuts spokesperson told CNet that "new extensions will give website owners a chance to be more expressive of what they are featuring on their site versus the over populated URLs like .com and .net."

Read more in Forbes here; CNet here; and The Washington Post here.

Paul Maloney
June 14, 2012 - 1:00pm

Three broadcast groups -- Beasley Broadcast Group, Inc.; Midwest Communications, Inc.; and Federated Media -- have announced they will make their stations' online streams available on the TuneIn platform. Listeners will now be able to connect to the 105 stations collectively owned by these broadcasters by on TuneIn's website, mobile apps, and on devices for which TuneIn provides tuning services.

Beasley owns stations in markets like Miami, Philadelphia, and Las Vegas, while Midwest and Federated stations are mostly mid- and small-market.

Palo Alto-based TuneIn is a free service that aggregates Internet radio content from all over the world, with more than 60,000 broadcast and Internet-only stations and more than two million on-demand programs. "The alliance pits TuneIn directly against Clear Channel competitor iHeartRadio, which prefers that its pacts with broadcasters be exclusive," Tom Taylor writes in Radio-Info (here). In addition to the 850 Clear Channel stations, iHeartRadio offers streaming from stations owned by Cumulus, Greater Media, Tribune, and more.

Michael Schmitt
June 14, 2012 - 1:00pm

Techsurvey8"Sports radio fans are highly engaged, into gadgets, and especially likely to be connected via Twitter. They know how to access the sports news and happenings they crave, and they deftly use the available tools."

So found Techsurvey8, the latest study from Jacobs Media and the first to include all radio formats (earlier surveys focused on just rock radio listeners, more RAIN coverage here).

The study found that sports radio fans are more likely to spend most of their radio listening time in the car, where they're also more likely to connect smartphones or mp3 players to the dashboard. "In-car listening is the next battleground," comments Jacobs Media.

Additionally, more than 60% of sports talk respondents own a smartphone and more than 25% have a tablet, found Jacobs Media. They're also more likely to download radio apps and prefer streaming audio on a mobile device.

Sports radio fans are also big Twitter fans. "While Facebook and LinkedIn are popular social media channels, Sports Talk fans lead the league for tweeting," found Jacobs Media. More than 50% follow a sports radio station and/or personality on Twitter.