Buying Under the Influence

Author(s):

Laura Birou, Ph.D.
Laura Birou, Ph.D., Senior Consultant, ADR North America, 734-216-6771, laura.birou@adrna.com

91st Annual International Conference Proceedings - 2006 - Minneapolis, MN
Abstract

Does anyone deserve $500 million to influence the listening behavior of the public? Well Sirius believes Howard Stern obviously does! In his recent move from public syndicated radio, to satellite Sirius, he has influenced many of his fans, who use to listen to him for free, to pay a monthly subscription fee to listen to his now uncensored monologue. With Howard's five year unprecedented contract with Sirius it is not difficult to see the impact, power and influence one person has on the buying public. Sirius' subscriber rate jumped from less than 300,000 in 2003 to 3.3 million subscriptions at $12.95 per month in the beginning of 2006. With over $512 million in annual gross sales, Stern's move is proving to be a win-win for him and Sirius.

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