Slacker Takes A Swipe At Pandora In Online Ad, Revamps Website
February 13, 2013 at 6:19 AM (PT)
SLACKER's upcoming ad campaign poking fun at PANDORA is the focus of an article in THE NEW YORK TIMES, which writes, "Oone of advertising’s great (or at least most amusing) traditions is the challenger attack ad, in which a field's #2 (or #3) player tries to distinguish itself by taking aim at the leader," and notes "The latest example is in digital music services, with PANDORA as the Goliath and its much smaller competitor SLACKER in the role of David with the 30-second sling."
The ad begins running online TODAY (2/13), with a young woman featured opening a "PANDORA's box," which unleashes an annoying song.
The woman complains, "It plays that over and over again." Her friend explains it's PANDORA's "small music library" that's to blame, pointing out that SLACKER has 10 times as many songs.
SLACKER has also revamped its website and changed its logo. PCMAG.COM reports that SLACKER "simplified navigation and [added] a new 'Music Guide' with industry news and videos, [making] it easier for newcomers and devoted Slackers alike to find the music they want." "SLACKER is the most complete music service on earth, with 10 times the music of PANDORA, expert-programmed stations SPOTIFY can't touch, and personalization that satellite services only dream of," CEO JIM CADY stated.
BLOOMBERG.COM reports that the company, which has more than doubled its staff to 90 in the past eight months, generates two-thirds of its revenue through paid subscriptions, compared to PANDORA, which generates 90% of its revenue through paid advertising. CADY said more than 500,000 of SLACKER’s 4 million active users are paying subscribers, while a much smaller fraction of PANDORA's 60 million monthly members are paid subscribers.
IHS iSUPPLI analyst MARIJA JAROSLAVSKAJA believes, "It’s a matter of getting users ... [SLACKER's] business model distinguishes them from the rest of the players in the U.S. market, but in terms of the consumer proposition, that’s more difficult."