SOURCE: Pandora Media

Pandora Media

January 22, 2010 06:00 ET

Crescendo of Audio Sales Catapults Doug Sterne to VP at Pandora

First Year Audio Sales Quickly Become Important Part of Pandora's Total Revenue

OAKLAND, CA--(Marketwire - January 22, 2010) - Pandora Media, Inc. (, the provider of personalized internet radio, today announced the promotion of Doug Sterne to vice president, audio sales, marking a year of remarkable development and growth in audio ad sales for Pandora.

"With Doug at the helm, we've seen tremendous growth," said John Trimble, chief revenue officer for Pandora. "Audio advertising is a key component in our multi-platform offerings to our clients. In Q4 of 2009 alone, we saw audio revenue rise higher than all three previous quarters combined."

In 2009 Sterne and his team were able to attract and bring into the Pandora advertising fold over 80 accounts, including major traditional radio advertisers like General Motors, Office Depot, JC Penney, Whole Foods Markets, Ace Hardware, and TurboTax. "These are advertisers who already understand the emotional power of the radio message," said Sterne. "With Pandora, we add the accountability of the Web to prove our effectiveness."

Sterne's background positions him well to articulate Pandora's unicast advantage in the world of radio. "Media buyers appreciate us because they see that Pandora's unicast creates higher levels of listener engagement than a traditional broadcast," said Sterne. "Also, the combination of audio and display advertising strengthens the advertiser's message in a powerful way."

Recently, ad campaigns including audio ads for several TV shows, such as the new "Men of a Certain Age," and "The George Lopez Show," have run on Pandora, brought in by Sterne and his group. "We value Pandora so highly because they offer a targeted, dynamic ad placement in an uncluttered and highly contextual environment," said James Wilcox, media planner at Turner Media Group, which represents the shows. "Pandora has been a great partner in creating innovative advertising products that provide high consumer engagement, such as branded stations, while also delivering targeted reach among our audience."

Prior to Pandora, Sterne was vice president of sales at Clear Channel Online Music and Radio in San Francisco where he was responsible for exceeding market growth and bringing the company to, and sustaining it as, the #1 billing radio company. He restructured, rebuilt and grew the sales organization while increasing online revenue with state-of-the-art analytics and customized SEO programs.

About Pandora

Pandora ( is the personalized internet radio service available through personal computers, mobile phones, and a wide array of consumer electronic devices. With 43 million US listeners, 16 million of which use Pandora off the PC, Pandora is the world's largest internet radio service. By simply entering a favorite artist or song, listeners can instantly enjoy a personalized station based on Pandora's Music Genome Project™. For more than ten years, Pandora's team of professional musician analysts have been building the world's most comprehensive and intricate musicological database, manually analyzing over 700,000 songs across up to 400 distinct musical attributes per song. This musical 'DNA,' representing every dimension of timbre, melody, harmony, and rhythm, captures each song's unique musical identity, and enables Pandora to quickly and easily create relevant playlists, full of discovery. 70% of the collection, which includes everything from early Baroque music to the latest hip hop, consists of tracks from independent artists and labels. Real time 'thumbs up' and 'thumbs down' feedback allows listeners to further refine their stations, which are stored and universally available through their account. More than 2 million new listeners join Pandora every month, including over 600,000 on mobile and CE devices.

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