Sirius' Celebrity Talent Spotlighted

There's a perceptive piece making the rounds in the AP, Satellite Radio Draws Stars, that spotlights the celebrity talent that frequents the airwaves of satellite radio.

While there's a quick mention of XM, the piece really revolves around Sirius and buzzing celebrity society within their walls. From Jamie Foxx, to Martha Stewart, to Tiki Barber, to Cardinal Edward Egan, to - yes - Howard Stern; the article perfectly illustrates how Sirius' celebrity strategy is spurring the growth of the satellite radio medium.

Celebrity talent is most likely one of the reasons why Sirius is doing so well at retail. People are looking for familiarity when they make a decision. The term "satellite radio" is ambiguous to someone who hasn't heard it. So when they're staring at a display in Circuit City, they're going to choose the service that contains the most familiar names (unfamiliarity is intimidating to most).

Whether or not they spend much time on the air doesn't actually matter, celebrities have a wide reach that connects with the consumer at a personal level. And as soon as you make that connection, you're one step closer to a sale.

Thanks sternfan73!