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Pandora's CEO is doubling down on podcasts
By JP Mangalindan Pandora CEO Roger Lynch wants to offer listeners an easier way to discover new podcasts as the company adds more podcasts to its service and beefs up advertising. Indeed, podcasts will become a more significant aspect in the months and years ahead for Pandora, which has over 75 million monthly active users -- 5.5 million of which use Pandora's paid features and services. The key to growing those users, according to Lynch, who joined the company in September, is offering a more comprehensive catalog of content. "In the car, 80 percent of listening is music, while 20 percent is other stuff," Lynch explains to Yahoo Finance. "As a service, if you don't have that 20 percent, it doesn't mean you capture the 80 percent, because then people will just stay on their FM Radios. But if you can create audio content for people that gets packaged with the music content in a way that doesn't give them a reason to go back to that FM dial, then you capture much more than just the spoken word."
