Donnelly+Report+Prospectus

**//PROXIMITY//** **//reports//** || || //connecting with Gen Y using// //on-demand media// ||^  || **Pandora and the Necessity of Mobile Applications** Ian Donnelly //Accessible Online Music Will Open New Doors in Advertising// || **//__The p__//****//__roblem__//** The decline of FM radio and the wide range of online music services has made the music market impossible to navigate. Businesses seeking to communicate with a target audience in music have no safe option in advertising. || **//__Proximity’s on-demand media solution__//** //Proximity// focus group results show that Gen-Y users are turning to mobile applications for new music. Pandora radio, one of the first online music services to integrate with smart phones, has become a driving force in music retail and offers access to its key demographic with ads. This report details the configuration of Pandora’s mobile application and its role in the company’s success. This new form of radio is easily accessible, feedback based and changing the way Gen-Y acquires music. Understanding how the application works is invaluable to creating effective advertising strategies for prospective businesses. || **A****vailable now at www.****proximity.****edu**