Pandora Ends Reseller Program That Included TV And Newspapers
February 6, 2013 at 3:50 AM (PT)
In the wake of GANNETT owned WKYC-TV/CLEVELAND being sued by ARBITRON (NET NEWS 1/29), claiming the station used data in an ad with PANDORA that had data attributed to ARBITRON that was not produced by the ratings company, comes a report by NETNEWSCHECK.COM that PANDORA will phase out its reseller program in favor of growing its own local sales teams.
PANDORA SVP/Sales STEVEN KRITZMAN told MICHAEL DEPP that "the reseller program, which had been beta tested with newspapers and television stations since last year in an undisclosed number of markets, was no longer part of its long-term strategy."
"Nothing really beats having ownership over the training, the narrative and just having sellers that are specifically focused on your product," KRITZMAN said.
KRITZMAN added that PANDORA has added sales vets from CLEAR CHANNEL, CBS RADIO and others to its own force. "We really tried to hire the best and brightest from the local radio market. The product is so transferable."