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Over one million Howard Stern listeners have joined the shock jock in his move to Sirius Satellite Radio Inc. However, Howard’s former competitors are benefiting, as many of Stern’s remaining 8 million fans have stayed tuned to terrestrial radio, leading many consultants and analyst to believe the exodus has begun to slow down, writes Yahoo News.
“They have scattered to other places. In a lot of cases other morning shows have benefited. Howard’s going away is something that other morning shows have prayed for for years,” said Inside Radio editor Tom Taylor.
Industry experts also noted that National Public Radio has attracted Stern listeners. “NPR stations have benefited. I think all kinds of other stations are benefiting, while other listeners have plugged in their iPods and taken along CDs and are listening more online,” said Taylor.
“We’ve had a number of clients who absolutely strategized on how to attract former Stern listeners,” said Fred Jacobs - president of radio consulting firm Jacobs Media - noting that Greater Media Inc.’s WMMR station in Philadelphia put up billboards recently of Stern’s move, stating that no subscription was necessary for listeners to tune into its “Preston & Steve” morning show.
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