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In a lengthy interview in the Minneapolis St. Paul Business Journal Pandora Regional VP Gabe Tartaglia spoke to writer John Vomhof about the company's local sales presence, where he says Pandora is the number two radio station in that city. Pandora now has seven people in its Minneapolis office, four sales reps and three client-services reps. Tartaglia says Pandora has over 700,000 monthly listeners in the Minneapolis DMA. "If you take a demographic like adults between 25 and 54, we have about 400,000 listeners. That kind of scale allows us to compete as if we were the No. 2 radio station in the market or even up against some of the television stations."
Automotive is Pandora's biggest category in Minneapolis according to Tartaglia. "Currently, we have about 10 different local dealers. Some of the bigger ones are Maplewood Toyota and Morrie's Minnetonka Kia. In health care, we do a lot of business with Park Nicollet. In education, which has been really fantastic, we do continuing ed business with the University of Minnesota and also Globe University."
Tartaglia told Vomhof the key differentiator between Pandora and radio is that if you're listening to Pandora, you register by telling us your age, gender and zip code. "That allows us to do very finite targeting for a media campaign. So, if a local advertiser wants a very custom geography or wants to reach an exact age or gender, we can provide that exact demographic with 100 percent guaranteed delivery and zero waste. That's different from broadcast television or radio, where you're sending it out to the entire market, and depending on the format, they may know generally who'd listening, but they can't tell exactly the way we can with our listener registrations."
Pandora has local offices in about 29 cities today.
Read the entire article HERE
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