Taking on radio stations, Pandora targets local ad dollars
Already a large online radio destination, Pandora is moving aggressively into local advertising by taking on local radio stations. The company considers itself one of the largest local radio stations in each local market compared to traditional terrestrial radio with 4.3 percent of total U.S. radio listening in the quarter. Pandora's local ad revenue is still only in the single digits percentage-wise, but it is hiring to ramp up a local ad sales force.
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