Harker Sees Pandora Shark Jumping
May 9, 2011 at 3:54 PM (PT)
In their Radio InSights blog, GLENDA SHRADER BOS and RICHARD HARKER speculate that despite PANDORA's success leading up to its imminent IPO, its appeal may have jumped the shark. The reason why. Its moves to added traditional music channels and, most recently, its launching of comedy channels.
"Yes, listeners like to hear comedy, and radio has been too slow to capitalize on an obvious new format," the wrote. "However, we’ve yet to talk to a PANDORA user who really missed BILL COSBY on PANDORA. Perhaps PANDORA users were demanding humor channels, but we suspect it has more to do with PANDORA’s growth trajectory than a groundswell for comedy cuts.
Last AUGUST after convincing the world that the secret sauce was the MUSIC GENOME PROJECT, PANDORA reversed direction and rolled out generic format channels not unlike those found on services like SIRIUS, RHAPSODY and even traditional radio.
PANDORA has been brilliantly marketed and holds a tremendous lead over its competitors. However, regardless of how it is spun, this move to add traditional channels is an admission that PANDORA needs more than the genome project buzz to keep growing ... Adding comedy channels, particularly by once again invoking their pet genome project (now branded the Comedy Genome Project) is further evidence that usage of the service is not growing like it once did."