popular thinking

THE END OF HOWARD STERN

Howard Stern is running late -- what else is new? In the meantime...

Radio rivals happy to see Stern sign off (Boston Herald)
As Howard Stern broadcasts his final regular radio show this morning, both fans and foes of the top-rated, always controversial personality will be celebrating.
Thousands will attend Stern’s outdoor rally in Manhattan this morning, in Boston listeners will tune in on WBCN-FM (104.1) — and competing radio stations will be hoping the time is right to lure Stern listeners their way.
“I can’t tell you the excitement that other broadcasters feel because they have a shot at new ears,” said Inside Radio editor Tom Taylor. “This is a moment that people have been waiting a generation for.”
At Springfield-based Talkers Magazine, editor Michael Harrison doesn’t expect Boston stations to make explicit appeals to Stern’s listeners. “I don’t think they’re going to try harder now that Stern’s not there. They’ll just be happy he’s not there,” he said.
In the spring and summer quarterly ratings books, Stern finished second in total listeners between WBZ’s news and WEEI’s sports talk with Dennis and Callahan.
Don Kelley, who directs programming for Greater Media’s five Boston radio stations, said the stations most likely to benefit “are not necessarily the obvious ones.”
He suggested some might seek out familiar voices such as Matt Siegel’s Matty in the Morning show on WXKS “KISS 108,” Dale Dorman at WODS-FM (103.3), Mike Addams at WMJX-FM (106.7) or the WBZ-AM (1030) news team.
“But who knows what people are going to be in the mood for?” Kelley said.
David Lee Roth permanently takes over Stern’s morning slot Jan. 3. Until then, WBCN program director Dave Wellington will pair afternoon drivetime jock Hardy with nighttime deejay Mark Hamilton next week, then sub Paul Marshall during Christmas week.
Other Stern syndicates will play “Best of Stern” repeats, but Wellington said he’d rather take chances and have fun during the wait for Roth. “It’d be anticlimactic to go backward. We want to move forward,” Wellington said.
Stern isn’t really going away. He’ll be on this week’s Saturday Night Live and resurface on Sirius Satellite Radio next month.