A few weeks ago I said it was likely that Howard Stern would make a return to terrestrial radio. Despite industry and fan speculation to the contrary, I still believe Stern will be back on the commercial airwaves for a variety of reasons.One, the relatively tepid condition of satellite radio, which is still popular, but whose subscriptions and interest have waned considerably due the recession and economic climate.
Satellite radio and Stern are not a good fit and never have been. When Stern left CBS in 2006 to join Sirius, he got a huge chunk of money and instantaneous buzz, but in the process lost the very essence of his show: the critical mass of listeners that spoke or schmoozed about what he said on any given topic of the day.
Stern's popularity and buzz has been intricately destroyed on satellite radio. His daily histrionics, which are discussed at the water cooler, the lunch room, and at break time on Wall street and the marina have all but disappeared in the black hole called satellite radio.
That's not a knock on the industry nor a shot at satellite; I love it, but it has never caught on in the kind of mainstream culture, both economically and fundamentally. The few people that still have it are in the minority, and one of its biggest boosters, GM, is in a financial free fall.
In fact, the only person who made out like a bandit was Stern himself, who got about $100M up front in cash and stock options, but in the process, lost the core of his loyal listeners and audience base.
While his show is still very popular and his rants are uncensored, the majority of his "shtick" has been out of the daily buzz. And that's a shame because Stern is one of the most creative, funny, brilliant and successful broadcasters in the business.
Sure, the lesbian jokes, the over-the-top model rantings and you-know-whats can be juvenile and silly, but with Stern, you know what you're getting, and that's part of the fun.
At this stage of his life, Stern doesn't need the money and has hinted at retiring when his contract is up. I doubt that seriously; people I know very well in NY say there's no way Stern would ever go back to terrestrial radio, but my gut says he gets a major deal by a radio syndicate and returns. Stern if nothing else has a huge ego, (duh!) and being lost in the audio forest has hurt both him and the show. So, Howard, you can't swear, big deal, we need you and "bababooey" and Robin all back where you belong. And "f" Jackie too.
TONY BRUNO RETURNS TO FSR: From Inside Radio, less than a year after his Content Factory-produced program was signed by Westwood One for affiliate and advertising sales, Bruno jumps to Premiere Radio's Fox Sports Radio. His new "Into the Night" show will air 7pm-10pm beginning August 10th. Bruno's show airs locally on KNBR 1050 AM.
VIN SCULLY: The legendary, broadcast luminary will be back for at least another season with the LA Dodgers. Scully signed a contract extension the other day, and at 81, sounds and looks as great as ever.
**I will be a guest today on the Michael Savage show in the 5 PM PST hour, (heard locally on "Talk 910, KNEW 910 AM)
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