Did move to satellite radio pay off for Stern? Only in money
posted at 7:57 am on October 13, 2008 by Ed Morrissey
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After years of running battles with the FCC over his broadcast content, Howard Stern moved with great fanfare to Sirius satellite radio and invited his 12 million listeners to join him. Stern promised that he would perform even better without the shackles of decency imposed on him by the government, and Sirius paid him hundreds of millions for his show. Three years later, the Los Angeles Times reports that Stern has largely made himself irrelevant:
Howard Stern, the self-proclaimed King of All Media, has lost his crown.
The shock jock’s syndicated morning radio show once drew a national audience of 12 million, but since jumping to satellite radio three years ago, his listeners have dwindled to a fraction of that. Where once Stern routinely commanded a parade of Hollywood’s hottest stars — George Clooney, Johnny Depp, Julia Roberts — today publicists are left to tout studio appearances by the likes of Chevy Chase, Joan Rivers or Hulk Hogan.
Stern, weary of fighting the Federal Communications Commission over hefty fines and charges of indecency on his terrestrial show, wanted creative independence on the unregulated airwaves of satellite. He got it — and a lucrative five-year contract worth hundreds of million of dollars.
But for a 54-year-old man who once likened his youthful craving for media attention to a heroin addiction, the move may have come with unintended consequences. Along with the loss of a massive daily radio audience, Stern has also watched as his past triumphs of a hit movie, bestselling books and huge pay-per-view television specials recede into memory.
I never understood the move, outside of the money. Stern had built a network of affiliates that would have made almost any radio host green with envy, along with a bad-boy reputation that made for a certain train-wreck appeal. Building that kind of broadcast base for a morning show based in New York City is no easy task, especially when Stern went off the air on the West Coast about the time people began waking up (in LA, they would simply repeat the show).
Satellite radio had only a fraction of Stern’s audience in total, and there was no guarantee that he would have every one of them listening. The lesson from satellite TV suggested the opposite: with hundreds of channels offering specialized programming, the audience was much more likely to fragment than to coalesce around a single shock jock. Sirius certainly won more subscribers by signing Stern, but Stern never had a chance of getting the majority of Sirius subscribers to tune into his show.
As ironic as this sounds, Stern needed the FCC more than he realized. They made him famous, and the occasional fines turned out to be inexpensive PR. When he conducted his battles against the heavy hand of censorship, everyone wanted to be part of it. Without the rebellion, Stern diminished into porn-fanboy radio. His audience simply didn’t bother to follow, and the A-list guests left.
I wouldn’t be surprised to see Stern return to terrestrial radio again when his contract expired in 2010. He may not get hundreds of millions to do it, but if he’s managed his money well enough from the Sirius contract, he won’t need it, either. He will want to return to relevance, and he’ll need to do that before he becomes so passé as to make it impossible.
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Allow me to speak for a majority of Americans when I say “who cares about Howard Stern?”
e-pirate on October 13, 2008 at 8:04 AM
Howard who?
CapedConservative on October 13, 2008 at 8:04 AM
3. points you miss..
1. He’s actually HAPPY now that he’s on SAT radio, unlike the years he spent banging heads against the great wall of FCC.
2. He just practically doubled his potential listening audience with the Sirius/XM Merger.
Which btw.. if he changes gears, drinks deeply of Robin Quivers’ Obama-flavored Kool-Aid and DOES “vote Obama” he’s going to go back on his solemn word he gave on air that he will NEVER vote for another Democrat as long as he lives based on the fact that a DEM run Congress tried to block the merger and would lose face with millions of listeners (yours truly included)
3. He’s also promised that he would NEVER return to Terrestrial radio, and is actually hinting of leaving the game all together when his contract is up.
*Insert obligatory ‘Bababooey-to-y’all’ and ‘F-Jackie’ here*
UncleOlaf on October 13, 2008 at 8:04 AM
I was never a huge fan, but I listened here and there when he was on free radio. I always got the impression that he was frustrated as hell because the FCC was arbitrary and management was driving him nuts. He just seemed miserable at times. No one wants to go to work and be miserable all the time, that’s when you make a change. The guy is definitely a genious when it comes to self promotion, so I wouldn’t count him out.
trubble on October 13, 2008 at 8:04 AM
Spot on analysis. The funniest and most compelling parts of Stern’s show was how far they could push the envelope. Those “shackles” also made them have to be a little more creative. Not so anymore. But hey, Chevy Chase and Joan Rivers! Wow, what has he become…. Merv Griffin?
Sugar Land on October 13, 2008 at 8:05 AM
Is this somehow relevant to reality?
peacenprosperity on October 13, 2008 at 8:06 AM
Biased post. Reading that entire article, you’ll see that they say he has 1 to 2 million listeners a day, times 5 equals 10 million. That’s almost 12 million. And I guarantee those numbers aren’t right. Howard brought somewhere in the area of 5 to 6 million subs to Sirius, a majority of which will listen to him.
“Relevant” or not, he’s still kicking, and kicking hard.
Now if we can get those people to listen to Bubba too, so that when Howard retires Bubba can take over, we’ll be cooking with fire.
RWLA on October 13, 2008 at 8:08 AM
No one outside of white house interns going to listen to 60 year olds talk dirty
EricPWJohnson on October 13, 2008 at 8:09 AM
I could never get into the Stern vibe. Midwestern Christian upbringing and all. This post is the most energy I’ve put into anything even remotely Stern related and I can see that it’s already too much.
pugwriter on October 13, 2008 at 8:09 AM
Howard Stern has pretty much been a legend in his own mind for who knows how long. To be known as the goof who is pretty much the father of shock jock radio is not exactly a moniker to be proud of. I think Stern went into the realm of irrelevancy a long time ago, long before he decided to go to satellite radio. As far as I am concerned, he can stay there. The less I hear from this certified assclown, the better.
pilamaye on October 13, 2008 at 8:16 AM
If Stern never muttered another word to a mirophone I could not care less. Sophmoric bathroom humor doesn’t appeal to me.
If he got 100 mill and didn’t “manage his money right” he deserves to be broke.
Spider79 on October 13, 2008 at 8:17 AM
No one else seems to have grasped the relevance of your post, Ed. Assuming Obama gets elected, say hello to the Fairness Doctrine and good-bye to AM talk radio.
Whither goest Rush Limbaugh and Sean Hannity? Sirius/XM?
Might as well exile them to Siberia. Your point is very well taken, Mr. Morrissey.
ManlyRash on October 13, 2008 at 8:23 AM
He was relevant before?
boomer on October 13, 2008 at 8:23 AM
[yawn]
Right_of_Attila on October 13, 2008 at 8:24 AM
re: RWLA
Bubba is already back on terrestrial radio in the Tampa Bay area and has pushed his a.m. show to number one in the market. He learned his lesson, as Ed points out, and finds he can be more relevant on the more easily accessable FM dial.
I agree with the others — Howard who?
postaldog on October 13, 2008 at 8:24 AM
Why post threads about THIS piece of refuse?
CyberCipher on October 13, 2008 at 8:25 AM
I see your point. Sean is already on xm, and well some already pay money to listen to Rush on the net. I dont think either of them would have the problem bringing listers over to satelite that Stern did. Not that many people are willing to pay to listen to Stern’s crap. Rush on the other hand well, I would.
boomer on October 13, 2008 at 8:26 AM
Howard Stern? We are talking about Howard Stern? Good grief. Stern is about as relevant as knowing the terminal velocity of a yellow finch.
David in ATL on October 13, 2008 at 8:26 AM
Fun post to see listed on Hot Air today.
I pretty much agree with Ed on this.
I got Sirius a few years ago for the NFL…not for Stern, although Stern likes to think that everyone subscribes to Sirius for him. Although I do agree that many went to Sirius to listen to him.
And the ironic thing about his move to Sirius? The show is terrible. Since no one famous comes on the show anymore (I think Scott Baio was their biggest coup a year or so ago, and of course publicity-hungry Trump calls in), all they do is sit around for four hours and talk about themselves and how great they all are. And while it’s amusing to hear the f-bomb dropped on radio, hearing it every 30 seconds or so loses it’s appeal pretty quickly.
asc85 on October 13, 2008 at 8:28 AM
Stern is what’s wrong with America.
winemkr on October 13, 2008 at 8:28 AM
What is the price of eggs in China?
Crux Australis on October 13, 2008 at 8:28 AM
Have always been proud of the fact that Stern never cracked the top 10 in my major market (Chicago). I couldn’t believe the contract he was given to move to Sirius. From a business point of view there was no way for them to recoup their investment in him. Did the heads of Sirius move into the mortgage market?
Tommy_G on October 13, 2008 at 8:29 AM
Indeed, boomer…as I would I. As would many others. But 20 million? I doubt it. For many, AM talk radio is a convenient and FREE daily companion. If and when it comes to an end, many folks will simply switch the button to FM where, so Donald Fagan says, there’s no static at all. (Good tune).
ManlyRash on October 13, 2008 at 8:29 AM
Laden or unladen?
ManlyRash on October 13, 2008 at 8:30 AM
My 8:23 post may offer a clue….
ManlyRash on October 13, 2008 at 8:31 AM
I turned Stern off the moment he turned against the War on Terror essentially because he was mad at Bush’s FCC commissioner. The guy is a moron.
Golden Boy on October 13, 2008 at 8:31 AM
Bubba is already back on terrestrial radio in the Tampa Bay area and has pushed his a.m. show to number one in the market. He learned his lesson, as Ed points out, and finds he can be more relevant on the more easily accessable FM dial.
I’m well aware of Bubba back on FM in Tampa, but according to him, he did it for the money since Sirius couldn’t pay him well enough. So he does both shows. I don’t think he learned any lesson, I think he was broke and needed money.
The future of radio is in satellite, not terrestrial. It’s been pointed out about the Fairness Doctrine, and that’s one of the reasons why people are tuning out in droves to terrestrial radio. Commercials commercials commercials destroy the airwaves, and we’re a rich enough country to afford pay services for radio.
RWLA on October 13, 2008 at 8:33 AM
Why post threads about THIS piece of refuse?
CyberCipher
AMEN!
apoole on October 13, 2008 at 8:38 AM
I think what Stern missed was that part of his shows appeal were the battles between him and the FCC. Many of his listeners did so because he was living the life they wished they could. He spoke his mind and did what he wanted to do because he didn’t care about the rules and could afford to break them. Moving to satellite transformed him from rebel to lecherous old man. It’s not nearly as appealing.
bj1126 on October 13, 2008 at 8:41 AM
I sometimes listen to his show when he was on terrestrial. His satellite show I listen through clips on youtube or other recordings.
I like Stern. He calls Bob Grant “King of Talk Radio” and wishes he could last as long and be as good.
He is a libertarian and said he will never vote for a democrat.
You should listen to what he did last week. He sent Sal to the streets of Harlem, a heavily black area, and asked knowing they’re Obama supporters if they support the platform of McCain, but disguising it as Obama’s platform.
So Sal asked, “What do you support of Obama’s: pro-life or his wanting to stay in Iraq until the job is done.” All of them agreed with one or the other. Then Sal asked if they were comfortable with Obama having Sarah Palin as his VP, and they answered that they were.
Pretty amazing stuff. I think I saw the clip in Ace’s site.
jencab on October 13, 2008 at 8:42 AM
You’d turn down a half billion dollars to stay “relevant”?
lionheart on October 13, 2008 at 8:43 AM
The first time I listened to Stern he was talking about how his mother wanted to have sexual relations with him. I haven’t listened to that sack of $hit since.
csdeven on October 13, 2008 at 8:44 AM
Who is this Howard Stern we are talking about? ;>)
grapeknutz on October 13, 2008 at 8:45 AM
He is a libertarian and said he will never vote for a democrat.
Howard is no libertarian. He may have himself deluded that he is, or believe he is because he doesn’t understand what a libertarian is, but he isn’t one. He has no true grasp of the Constitution or economics, and he votes for dems all the time.
RWLA on October 13, 2008 at 8:46 AM
The LA Times hates it when the public isn’t “respectful” of media driven pop culture. I lived in SO CAL for many years and I can’t stand to go back now. They live in an alternate world where they see the rest of us, (flyover country) as irrelevant rubes that will never be cool like they are….
anniekc on October 13, 2008 at 8:47 AM
WHAT? Do you mean to say that the dems don’t bother to educate black folks on politics? Wasn’t Oslime-a the one who would rather radicalize blacks than educate them on basic learning skills? He didn’t do a very good job did he?
csdeven on October 13, 2008 at 8:47 AM
I tuned him out long before he went to satellite.
JammieWearingFool on October 13, 2008 at 8:47 AM
I guess the average moron that listens to Stern can’t come up with 10 bucks for sat-radio.
TheSitRep on October 13, 2008 at 9:04 AM
Why are you wasting Hotair space with this moron?
wepeople on October 13, 2008 at 9:09 AM
Hey, I remember that guy!
Jim Treacher on October 13, 2008 at 9:10 AM
By the time satellite radio catches on, Howard will already be retired.
SoulGlo on October 13, 2008 at 9:17 AM
I think it’s some guy my Dad used to listen to.
twoarmman on October 13, 2008 at 9:21 AM
When he fired Jackie, it was all over.
WHO TOLE YA DAT?
benrand on October 13, 2008 at 9:23 AM
…which is different than before in what way?
jgapinoy on October 13, 2008 at 9:24 AM
Anecdotally, about ten years ago, very early-morning here in PHX, I was channel-surfing on the radio (which I almost never do). I heard someone mention Steven Curtis Chapman, one of my favorite Christian singers, so I listened. It turns out that it was Stern’s show, & one of his employees was going to do an on-the-spot interview with SCC, apparently in an effort to catch him saying something goofy. Chapman was very friendly & well-spoken, leaving a good impression on all. When they changed the subject, I changed the station. That’s the only time I’ve ever heard Stern’s voice.
jgapinoy on October 13, 2008 at 9:29 AM
I never understood the move? Seriously? I don’t like to call people dumb, but for capitalists, you people are not very bright.
So you know someone who would turn down 500 million for talking into a microphone for 5 years? I wouldn’t care if nobody listened. Are you people REALLY capitalists? You don’t understand why he would do this?
Have you seen his (new) wife?
ThackerAgency on October 13, 2008 at 9:30 AM
Once his current contract is over he will retire…
For a year or so, all the while he will start making the rounds to the TV talk shows - keeping his face out there.
Then about a year or so after the retirement he will have his “I can’t take retirement and there is too much bad radio out there” comeback to FCC-controlled radio.
Money is fine, but the ego needs the audience and popularity and audulation.
albill on October 13, 2008 at 9:34 AM
Here’s Chapman at the White House performing for President Bush.
jgapinoy on October 13, 2008 at 9:34 AM
Due to the credit crunch a small company like Sirius might go bankrupt. This is really bad because if the Unfairness Doctrine returns, Rush, Sean, etc…. will need to go to satellite.
indythinker on October 13, 2008 at 9:37 AM
How many gnome lemmings are there Antarctica?
Mcguyver on October 13, 2008 at 9:37 AM
Howard Stern?? Friggin dinosaur, is he still on the air ? What next a post about Rick Dees ?? Disco duck anyone ?
redrock on October 13, 2008 at 9:38 AM
Definitely speaking for me.
The Hideout remains the only decent radio show, and that’s died a slow death.
MadisonConservative on October 13, 2008 at 9:42 AM
I don’t think his new wife will care that people on Hot Air don’t approve of him. I bet he only cares what his new wife cares about. Here’s her picture. But I’m sure he’s devastated that people here think he made a bad career move.
ThackerAgency on October 13, 2008 at 9:54 AM
Opie and Anthony have done fairly well on the terrestrial and satellite radio.. their show broadcasts over both then they do the ‘walk over’ and do another hour or two on the XM side for the uncensored stuff.
I’ve matured to the point where I dont’ listen to them anymore.. and haven’t even checked to see if they were on in the last year or so.. so there is that.
DaveC on October 13, 2008 at 9:56 AM
I thought he was some new age TV evangelist.
locomotivebreath1901 on October 13, 2008 at 9:58 AM
Ron and Fez, noon to 3
Jim on October 13, 2008 at 10:14 AM
Howard Stern. The Joan Rivers of radio.
scalleywag on October 13, 2008 at 10:16 AM
Good post Ed. I stopped listening when he went to XM. Haven’t missed it much.
If Rush went to satellite I might actually consider buying satellite radio, but deep inside it would really be for the EIGHTIES HAIR METAL STATION!
Vigilante on October 13, 2008 at 10:25 AM
Since nobody else has yet… O&A Party Rock!
(Although I haven’t listened to them in at least a week. I think I’ll have to wait until after the election.)
Jim Treacher on October 13, 2008 at 10:31 AM
Okay, you like Howard, we get it.
Jim Treacher on October 13, 2008 at 10:33 AM
I’ve never even HEARD his show. I always considered him a bastion of Yankeedom attitude. I don’t care a whit about Stern.
But if someone turned down 500 million to talk into a microphone for 5 years, I’d question their sanity. Only if they turned down the deal would I start a post questioning whether it was a good career move or not.
ThackerAgency on October 13, 2008 at 10:36 AM
Uh… who is this “Bubba” people are referring to? It doesn’t refer to Gary Del Abate(sp?), does it?
thegreatbeast on October 13, 2008 at 10:38 AM
Whatever. Opie & Anthony are light years ahead of the boring old act of Stern and are the best show in radio over the last 10 years.
Stern peaked in ‘93 and its been a downhill movement since then. O+A are funnier then he ever was, and Lil’ Jimmy Norton is best comic on radio.
Kendrick on October 13, 2008 at 10:48 AM
I never subscribed to Sirius because of Stern.
And I’ve never understood why anyone over age 16 would listen to a shock jock.
Walton & Johnson are okay, though.
exlibris on October 13, 2008 at 11:01 AM
I have XM and listen almost exclusively to the 70’s channel. I’ll occasionally turn on Fox Business or drift to the 60s and 80s channels, but otherwise it’s That 70s Channel.
Ed Morrissey on October 13, 2008 at 11:06 AM
Relevant? This guy was relevant?
In the few times I was accidentally exposed to Stern I thought his only audience must be 16 year old pimply faced fat boys whose only wish was for more available masturbation time on their hands.
BL@KBIRD on October 13, 2008 at 11:07 AM
RWLA
Satellite radio is crammed with commercials. It’s more irritating than AM/FM because I’m paying for it!
sandspur on October 13, 2008 at 11:07 AM
Let’s face it, Stern’s demographic is a depraved mind set that gets so wrapped up in his B.S. that they’re likely to be a good portion of the subprime mortgage recipients, which also explains the Democrat party swing.
This lot can’t manage their own affairs enough to keep their phones turned on let alone a satellite radio subscription.
jeffersonschild on October 13, 2008 at 11:13 AM
As much of a POS Stern was in his last years on terrestrial, he was hilarious in his heyday. Unfortunately, he never understood that bathroom humor gets pretty old very quick, and one can only take so much in conversations about “plumpkins” before one becomes accustomed to it and tunes out. Now, to ask me to move to satellite to pay to listen to something i’ve grown weary of? No Thanks…
CapitalistPig on October 13, 2008 at 11:19 AM
correction: I meant to put a “B” in front of plumpkin
CapitalistPig on October 13, 2008 at 11:21 AM
I admit it, I used to listen. When he left the air, I mindlessly drifted over to Rush, but remained unhappy. Then the greatness happened. Prager came to Phoenix radio, and I finally found what I had been looking for.
Getting wormtongues whispers out of my ear broke me out of my shell.
redshirt on October 13, 2008 at 12:15 PM
If you don’t have ‘The Man’ keeping you down, then arrested-adolescent rebellion becomes kinda pointless, doesn’t it?
logis on October 13, 2008 at 12:23 PM
I have sirius in my GTI and I am verry happy I have it, Stern or not. Guys; Andrew Wilkow. Enough said. I’m always on Sirius Patriot, Hardattack, and when they have it the Who channel…
liquidflorian on October 13, 2008 at 12:53 PM
I haven’t heard Ron and Fez in almost six years, but I used to love their show. It married the best aspects of toilet humor goofiness with a sweetness that was both surprising and endearing.
I still miss it.
Kensington on October 13, 2008 at 12:58 PM
Howard Who?
Opie and Anthony - I miss the most
Kini on October 13, 2008 at 1:02 PM
Let me clear some things up… I’m a Sirius subscriber and listen to Howard daily. His show is far better than it was on terrestrial. He will never go back to terrestrial, anyone who listens to his show would know that.
Sirius and XM just merged, nothing of that was mentioned. Once the two services are fully working together, Howard’s number of listeners will be vastly increased.
paultevis on October 13, 2008 at 2:00 PM
And what, pray tell, is the point of Ed’s article? Howard Stern no longer air head?
Dr. Charles G. Waugh on October 13, 2008 at 2:47 PM
I’ve been a Sirius subscriber for the past four and a half years and I got it for the music, primarily the rock and roll channels. Personally, I wish Stern would go back to FM radio since I’m not a fan of anything about him or his show. Sirius definitely could have found a better way to spend 500 million.
jtoms3 on October 13, 2008 at 2:54 PM
I listened to Stern all the time when he was on reg radio. His show was like seeing your girlfriend in her panties. Just enough skin to keep you interested. Now his show is like a naked slut. Just a huge turn off. He does great radio when he is not being political. At the end of his free radio era his show sucked but the golden years were ‘95-2000. He would be popular again if he came back o free radio. No matter what you think of him. He has a good voice and he is entertaining.
SAMIAMJAX on October 13, 2008 at 4:10 PM
I hate that arrogant foul mouthed idiot. The only reason and I mean ONLY reason I won’t subscribe to satellite radio is because I refuse to pay that imbecile’s salary. Not. One. Dime.
I was just about to go with XM (no Stern) but they merged so that was that.
When Sat dumps Stern I’ll consider it. Until then. No way.
Guardian on October 13, 2008 at 6:04 PM