Without the bureaucratic foil, few of Stern's escapades generate much heat outside his specific universe.
"He's not in the news anymore, and controversies that made the news definitely helped his visibility," said Michael Harrison, editor of the talk radio trade publication Talkers. "Sometimes people equate news buzz with success."
Stern's departure didn't just cut into his cultural currency, it also hurt CBS Corp.'s bottom line.
Radio revenue for the company, which used to syndicate Stern's program to 45 major and medium markets, dropped by 10% or more in the years since Stern left. Some of the decline is due to economic conditions and increased competition, but radio analysts attribute much of the loss to Stern's absence.
Despite his diminished influence, several industry analysts warned against selling the shock jock short.
"Howard was very brave to go into a relatively new media that's still evolving," said media analyst Jeff Pollack. "It's the wave of the future, where people will find their favorite talent in a subscriber-based context."
Tom Leykis, a popular syndicated talk-radio host based in Los Angeles, maintained that Stern's historical influence outweighs his heavy drop on the buzz meter.
"I don't think you can count out Howard Stern," said Leykis, who is heard locally on KLSX-FM (97.1). "He took radio, which was akin to the used-car business, and made it a vital part of the entertainment business. Even if he does have a smaller audience in terms of his cumulative audience, that won't last forever. Terrestrial radio is hemorrhaging audience as it tries to find its place in the Digital Age, while satellite is up tremendously. Stern has defied the experts every time."
Since Stern's departure from terrestrial radio, rumors have periodically circulated that the shock jock will return to his terrestrial radio roots. Stern has dismissed the talk, but his current contract expires in 2010. What then? What if he returned to FM?
"Stations would be lining up to get him," said Harrison. "He grabbed the brass ring and is now on sabbatical from a lot of stuff that had nothing to do with his life. But if he ever wanted to return, there'd be nothing but open arms."
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greg.braxton@latimes.com
