Perhaps realizing people are unwilling - for whatever reason - to pay $3 a month for a service that provides consumers with an innovative way to discover new music, Pandora is rolling out a free, ad-supported version. In one sense, this is a disappointing sign for subscription-based service model given Pandora describes its first few months out of the gate as "magical", while support from "early listeners has been nothing short of overwhelming". So what does Pandara do now? Obviously, it has to jump on the advertising bandwagon, which shows all indications of rumbling ahead based on estimates from research firms such as eMarketer. The key will be Pandora's ability to draw advertisers to a niche service rather than search engines and portals. Anyone who's interested in new music has no reason not to check out Pandora. If you like it, you may be willing to even pay for a premium service.