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Advertisers Back Stern

Advertisers Back Stern

Advertisers, meanwhile, are squarely backing Howard Stern, who’s been saying on his show he believes he will be yanked off Infinity soon as a result of the indecency crackdown. Advertisers told the Wall Street Journal they sticking with his show because it targets an audience they want to reach – young men.
Vermont Teddy Bear Company devotes three-quarters of its ad budget to radio. Media-buying manager Gerry Howatt told the Times: “Guys who listen to Howard Stern still have birthdays, still have anniversaries” to buy presents for.
A media buyer for diet aid TrimSpa credits Howard Stern for helping to build the product’s brand nationally. “Controversy exists on all programming – it depends on what you consider controversial,” stated John Cowan, vice president of media.