Did Howard Stern’s Staff Make Up Cancellation Rumors for Publicity?

One potential problem for The Howard Stern Show? The rumors swirling around the program’s future while Stern enjoys his summer vacation are more entertaining than listening to the King of All Media talk to Lars Ulrich about the new Metallica channel on SiriusXM.

Then again, according to Daily Mail and Page Six, that excitement might be by design. The latest news — always from an “insider” or “source close to the situation” — is that Stern’s staff made up the rumor about SiriusXM not renewing Stern’s contract. The reason: Drum up as much buzz as possible before Stern returns to the satellite airwaves on September 2nd. 

The floundering contract negotiations are allegedly a “desperate hoax,” meant to make Stern appear relevant again, the papers report. “They’re desperately trying to make this thing go viral to try to boost his numbers for his return,” according to one of those anonymous insiders. 

The source went on to say, “His numbers are down so low that they’re trying … to get people to tune in to see what he’s going to say about getting ‘fired’ from Sirius.” 

The latest news coincides with more anonymous reports that Stern has a deal after all. Radar Online claims the shock jock already signed a new deal with SiriusXM two weeks ago. The new contract allegedly gives Stern a “monster payday,” although terms weren’t disclosed. “He’s already done the deal,” confirmed another mysterious source. “All this talk about him being fired or canceled? It’s pure theater.”

Still more rumors claim Stern is negotiating with Netflix and HBO as backup plans if the SiriusXM negotiations fizzle. But it’s hard to believe either outlet would pay him the $100 million a year he’s allegedly making for the radio show from his basement.

Whether or not the gossip around Stern’s contract represents a “desperate hoax,” it feels fair to call shenanigans on all of the rumors. The cadence of “revelations” seems well-timed, with each weekly installment adding a shocking turn of events that has the feel of a well-planned public relations stunt. Stern hasn’t generated this many headlines in years — including on Cracked — so bravo if this was all orchestrated in advance. 

The is-he-going-or-isn’t-he? narrative has livened up the r/howardstern subreddit as well. A post this morning about the alleged hoax has garnered 156 comments and counting, significantly more than posts about Robin and Gary, which elicit fewer than 10. 

But none of it matters if the conversation can’t raise Stern’s ratings. The smart money says SiriusXM subscribers will listen in early September to see if Stern is actually heading for the Hamptons permanently. But once the issue is settled, will people stick around to listen to Richard and Sal prank call small-town radio stations? Those tired bits might not shock with the same voltage.