Howard Stern On American Idol Makes Sense For Stern. How About Sirius XM?
The media is once again abuzz about Howard Stern. This time it is not about whether or not he will renew his contract with Sirius XM Radio, but rather whether or not he become part of the pop music phenomenon known as American Idol.
Satellite radio investors seem to like the idea of Stern becoming a judge on American Idol. His fans seem to like the idea as well. After all, this will bring more exposure to Stern, and by extension, to satellite radio. It would seem to make all of the sense in the world that this is potentially great news, right?
Well, the exposure would help satellite radio gain some “free” publicity, but in my mind this deal would have been better a year or two ago. As many already know, Howard is in the last year of his contract with Sirius XM. As any business man will tell you, you want to increase your market value as much as possible prior to negotiating a contract. Thus, the American Idol speculation brings added value to the Stern brand, as well as his negotiating power.


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