Report: Pandora Could Steal Howard Stern From SiriusXM

• Pandora intends to add programming that will help it further challenge broadcast radio in the automobile.
• Howard Stern's contract with Sirius XM expires at the end of 2015.
• Given Stern's focus on interviews with musicians and other celebrities, he would be a perfect fit on Pandora.

Howard Stern's contract with the satellite radio stalwart expires at the end of 2015. Pandora executives have gone on record several times in recent months to confirm they're taking a look at ways to increase listenership in the car.

According to Rocco Pendola, a widely-read financial media personality, Stern makes absolutely, positively the most sense. Here's why:

• Stern brings with him millions of listeners willing to pay a monthly fee to access his program. Pandora could make Stern an a la carte option, adding beef to its present subscription revenue line. Or it could simply blend Stern in with its current free/monthly subscription model. Either way, Stern would drive new Pandora subscribers and make current ones (who also listen to Stern on Sirius XM) listen longer."
• Stern would go a long way toward making terrestrial radio even less relevant than it is now. His program on Pandora - available live during morning drive, but also on-demand 24/7 - would trigger in-car listening that once went to Sirius XM and/or broadcast radio.
• Howard's show has evolved over the years. It has become a destination for celebrities, particularly big names in music. In a series of recent posts, music critic Bob Lefsetz sums up the beauty, brilliance and general allure of the present incarnation of Stern's show. Big names you don't see everywhere else do Stern's show. That's because he does an incredible job not merely interviewing them, but having stimulating (and entertaining) conversation with them.

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