STERN OUT BY FALL? NOT LIKELY Chuck Taylor – Billboard Howard is gunning for his exit again.
Syndicated morning man Howard Stern claimed on his morning show June 29 that he has heard that Infinity Broadcasting plans to dump him at the end of the summer.
“The theory is that if we’re here for the ratings period in the fall, they can’t sell advertising because media buyers are going to go, ‘Those were Howard’s ratings and we’re not going to pay.’ So they figured they’d get the new morning show in here and even if the ratings go down, at least there’s something to sell.”
Stern is contracted to remain with Infinity until the end of the year, when he will then begin working off his $100 million contract with Sirius Satellite Radio.
But Rich Russo, director of broadcast for media buyer JL Media, says that Howard is talking a good game, but there are no facts to back his accusation.
“The buying mentality is that when Howard stops being on the air, at that point, everybody that advertises is going to get a call from their salesperson, saying, ‘We’ll give you five no-charges for every (spot) you pay for. Once he’s off the radio, you re-rate that buy.”
Russo adds that Stern is playing games with Infinity by persistently complaining to listeners that Infinity wants to get rid of him—without informing listeners that if he is fired before his contract expires, Infinity must offer a $20 million buyout.
“I think it would be great if Joel Hollander came on the air every day during every break and let listeners know what’s really going on,” he says. “If Howard wants off the air, then why doesn’t he tell Infinity to waive his contract? Because he’s savvy enough to know that his listeners know nothing about this.”
Russo adds, “Howard is brilliant, he’s the greatest guy ever on radio, but he’s playing a weird game of chicken.” |