So when Howard Stern goes from terrestrial radio to Sirius, it’s a huge, huge deal. And satellite radio, like TiVo, is supposed to strike fear into the hearts of advertisers and ad agencies because they lose the ability to reach all these music listeners.
Well, guess what. Howard Stern still does endorsements, and more and more people are listening to his show again every day.
It’s all about the content. The technology changes, but the technology still needs good content. That’s why, though I’m usually paranoid, I’m not scared about the loss of endorsement radio as part of our media mix. Especially with talk radio. As long as people are listening to talkers, the talkers and their producers are going to figure out a way to talk about their advertisers, and make bling bling kaching wing ding a ling a wing wong. That means money.
One of our best endorsers, Handel, could go to satellite, TV, holographic smoke signals…and he’ll figure out a way to monetize the dead air.
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