“The internet needs you,” I said to Howard Stern when I called into the show this morning as he was ranting about his contract negotiations with Sirius XM and the possibility that he could take his show and more to the net.
“You made satellite radio,” I told him. “You will make the internet.” For Stern is the one media entity who can absolutely, positively get people to pay online — even me, the alleged opponent of all things paid. Today I pay $12 a month for Stern — more, actually, with my internet account and my wife’s and son’s cars. Stern is talking about charging $5 a month and for that we’d get his radio show plus his TV shows plus much more, even music — and no advertising (“why should I hire a sales force?” he asked).
Why the hell would I pay for Howard Stern and not pay for news? Because Howard is unique. News isn’t. There’s no end of potential competition for any news provider and its unique value expires in seconds. Not so Howard. Arianna Huffington was wrong when she says that people will pay for business news and porn. There’s no need to pay for porn because there’s no scarcity of people who will strip and shtupp in front of a webcam. But there’s only one Howard.
I wrote about Howard’s potential internet empire here. Fellow Howard fan Doc Searls wrote about the potential here. Way back in 2005, I wrote an open letter to Sirius’ Mel Karmazin urging him to embrace the internet and see satellite as just as transitional delivery mechanism for his valuable content (ignore the fucking spam links on the post). He didn’t listen. Apparently, he’s not listening to Howard, either.
Fine. Even though I’m a Sirius shareholder and even though his departure would lead to a plummet in the stock price (from 2¢ to 1¢), I want him to leave because he will turn the internet into a credible, sustainable, mass entertainment medium. The delivery’s tricky but that will be fixed quickly as we carry connected devices all the time, everywhere: our phones, computers, TVs, cars, tablets, and devices we can’t imagine will all be connected (if the phone companies don’t fuck it up). The critical last six inches for Stern are not his penis but the means by which his show gets from my phone to my car speakers. But it’ll be cheaper to install a bluetooth transmitter than a Sirius radio. If we millions of Stern fans went to the trouble of subscribing to and installing Sirius, we’ll do it with something even easier that gives us the entire internet all the time.
For Stern, the economics have to be extremely tempting. He should not work for a company. (Howard: Don’t get sucked into signing on with another employer!) He should be the company. He can charge us less than half what we pay now. He can build the infrastructure for next to nothing (as he said today, he can build a studio — big deal). All he needs is a billing mechanism (Paypal?) and a bandwidth provider (Akamai?). He won’t need to market; he already is viral. And he gets to keep the profits. Sweet.
For us, we get to listen to Stern whenever and wherever we want. (Howard: Please let us listen to repeats on our own schedule, on demand!) We pay less and don’t suffer through ads for itchy-ball cures.
For the internet, we get to prove to unique entertainers everywhere that they can cut out the middlemen — networks, studios, all that — and create valuable relationships directly with their fans, getting much richer in the process. And that, in turn, forces entertainers, studios, networks, and cable companies to sell us entertainment a la carte, so I can stop paying for the damned 95% of my channels I never watch.
What’s not to love?
Do it, Howard. Leave old technology. Build the next medium, our medium. To hell with all the old media companies that have screwed you and us all these years. This is real freedom.