Has The Stern Effect Already Worn Off For Sirius?
from the sticking-to-FM dept
As people wonder where all the Howard Stern listeners that didn’t follow him to satellite radio have ended up, a radio research firm has done a little digging into why more haven’t followed him. A report says that Sirius’ new subscriber growth from Stern’s arrival has essentially stalled, with about 8% of his terrestrial audience, or 1.1 million, having subscribed to Sirius. Nearly a third of those that haven’t subscribed say they don’t miss the show enough to justify paying for it, while almost a quarter say equipment and service costs too much. $500 million to pull in 1.1 million subscribers is pretty steep, but it sounds like the real issue here isn’t just that perhaps Stern’s pull isn’t as strong as he or Sirius thought, but rather that Sirius isn’t doing a great job of marketing its service. When people say they don’t miss the show enough to subscribe, it almost sounds as if there’s a perception that the Stern show is all that’s on Sirius, or is the only thing that would interest them, meaning that the company could do a better job of making them aware of all the other content it offers. The idea that Stern alone would be enough to solidify Sirius’ business is pretty unrealistic, and unless the company can do a better job of supplanting his influence with more to add new subscribers, that huge contract could end up being little more than an albatross around their neck.