This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Something Big That Can Set Pandora Apart From Apple

NEW YORK ( TheStreet) -- On Wednesday afternoon, I received an invite from Pandora (P - Get Report) for a concert next week in Hollywood with a local LA-based band called The Mowglis.

Here's the key paragraph from the email:

The Mowglis were selected by analyzing Pandora data to identify rising stars among Chevrolet's target audience in Los Angeles. Then, targeted LA Pandora listeners were invited to RSVP to the show though a Chevy branded banner, where they entered their name and email to be placed on a guest list for the free show, admission on a first-come basis.

Now that's what I'm talking about.

Pandora doesn't do this type of thing often enough.

It's one advantage it has -- sort of -- over Apple (AAPL - Get Report) as an Internet radio option.

It's not that Apple can't put on these types of local events. Of course, just about anything Pandora can do is within Apple's scope. But I'm doubtful Apple will want to waste its time acting as what amounts to a promoter of local bands and music scenes. The company will probably stick to grand spectacles such as the massive iTunes Music Festival.

For Pandora, Internet radio isn't a side business; it's the company's core. And it's in Pandora's interest to aggressively promote local music the way it is in LA next week.

It means cash from huge national sponsors such as General Motors (GM - Get Report). It can help the company hook more local advertising dollars, which ultimately, given the power of its targeting ability, is its bread and butter. And, of equal importance, it can create goodwill, showing the music industrial complex what a great partner and artist advocate Pandora can be. A great partner to established names as well as all flavors of independents.

Pandora can moderate the success Apple has chipping away (or crushing or killing) at its franchise by not only being a better partner to musicians, but providing a more localized platform for its users. That's the key.

If you love music and Pandora sends you invites to seemingly "secret" shows, you might identify with it at a level Apple could, but probably will not spend time trying to touch. Pandora needs to expand its capabilities to become a bigger part of its users' lives. That might mean an acquisition or two and, most definitely, a broadening of its strategy into something more than "just" personalized radio.

-- Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is a columnist and TheStreet's Director of Social Media. Pendola makes frequent appearances on national television networks such as CNN and CNBC as well as TheStreet TV. Whenever possible, Pendola uses hockey, Springsteen or Southern California references in his work. He lives in Santa Monica.

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
AAPL $123.25 0.00%
GM $37.31 0.00%
P $16.32 0.00%
FB $83.30 0.00%
GOOG $548.34 0.00%


DOW 17,712.66 +34.43 0.19%
S&P 500 2,061.02 +4.87 0.24%
NASDAQ 4,891.2190 +27.8570 0.57%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs