So will his jump will have an effect on advertising revenue for his station 92.3 and affiliate stations that he is airing on, time will tell, but if ratings equal advertising revenue, what happens when ratings drop?, it doesn’t take a rocket scientist to figure that out. Now its also not hard to figure out that SIRIUS is going to want to tap into everything that Stern brings with him so do not be surprised when cost of subscribing to satellite radio drops, which will allow a greater fan base to listen to program.

The question is how much of an effect will this have on radio advertising revenue in general, will this be a domino effect and have results of AM station?, I can’t predict level of impact but if I were “Radio Advertising Bureau” president I would take a deep hard look into it, because whether you love him or hate him, Howard Stern has become an Icon in broadcast radio.

Louis Victor, New Age Media Concepts

Maybe that is why there are so many advertisers looking for that right agency, they are looking at smaller independent shops and are seeing results, they are asking bigger agencies for that special something for their brand and wait for proposals to roll in. Competition brings best out in all of us and that’s what advertisers hope for when they send out that RFP. They look for that one thing that sets one agency above rest for their brand. I would venture to guess that in VW’s case it may be accountability.

So what is that comfortable medium, maybe it will work as any joint venture or partnership normally works, both parties have something to lose if partnership or joint venture isn’t profitable. What ever standards morph into I am sure that it will force ad agencies to tap into their creative souls and come out with their best, develop knock out media plans to send their clients message where it will most effective and collect their reward at end of day. Giving advertiser what they are looking for and agency getting what they worked hard for and deserve. As simple as that sounds is as complicated it can be, but that leaves this topic open for discussion.

Louis Victor – New Age Media Concepts