Attribution: Silent K

Radio juggernaut Howard Stern has a lot in common with nuclear reactors.  There’s no middle ground on whether or not you’re a fan of what they do.  Opponents contend both are threats to the community.  And the power emanating from their respective cores are far-reaching and disproportionate to the size of their source.

But unlike the Nuclear Regulatory Commission which monitors he operations of nuclear power plants, the irradiating power of Howard Stern has been free from government regulation since Stern abandoned terrestrial radio for Sirius Satellite (now SiriiusXM) in 2001.

Stern’s leap to satellite probably saved Sirius and XM from bankruptcy, eventually triggering a merger between the two companies.  Stern and Company now broadcast three or four original shows per week, Monday through Thursday mornings, with round the clock replays and “Best of” broadcasts filling most of the airtime on Howard 100 and Howard 101, Stern’s two, full-time channels.

Although SiriusXM does not subscribe to Arbitron Radio Ratings, it’s universally accepted that millions tune in to Stern’s show every week.  Four-letter words fly freely, although not always in a gratuitous show of fifth-grade hijinks.  Much of the blue language bandied about mirrors everyday conversation you might overhear in a bar, although X-rated subject matter does find its way into the show’s agenda almost daily.

Part of the reason Stern gets away with it all is Stern’s brutal honesty.  He’s direct and candid, rarely editing subject matter or choice of language.  That, and the fact that the show just happens to be funny.  Stern is an extraordinary interviewer, with a rapid-fire style of questioning that keeps guests off balance which invariably unearths a very private, usually fascinating side to the guest on the hot seat.

Many national advertisers remain squeamish over aligning their brands with The Stern Show. Others, including Bud Light and major Hollywood film studios routinely place ad buys in the show to reach his loyal, male-dominated audience.  Spot rates can range from hundreds of dollars per commercial (in replays of the show) to thousands during the live broadcast.  Additionally, sponsors can get brand recognition by providing cash prizes for contests that might find listeners guessing whether or not a certain porn star can name the Vice President.

Stern’s listeners are fiercely loyal.  Some advertisers swear by his show, while others say its ad rates are overpriced.   Like any advertising medium, your mileage may vary.  But it’s impossible to ignore the powerful reach and influence of the self-proclaimed “King of All Media.”

The real question isn’t whether his thermonuclear power will light up your world or produce fallout with a radioactive half life.  The key thing to remember is that those who do listen are fans of the programming.  And you don’t have to approve of programming content to approve of the wildly successful results it can generate.

Mark Lipsky is the President and CEO of The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com