Inside Music MediaJerry Del Colliano

Adam Carolla may be able to attract 400,000 podcast downloads and not make money, but Howard Stern can.

Sirius Satellite Radio listeners who have to lumber through the negotiating period running up to every Stern contract expiration are used to the game.

Talk that Stern will not be back.

That he’ll return to terrestrial radio (not likely).

Just do three days a week at Sirius for the same money and on and on.

Howard Stern is one figure who could make it in digital app-dom if he wanted to do it.

But stop!

I have not lost my mind. I’m betting he will be back with Sirius and a deal will be cut and all will be fine. However…

What makes Howard Stern an ideal candidate to marshal his audience and direct them to the digital space is his ability to create unique, compelling and addictive programming unlike other talkers of his ilk.

Stern is too smart to do a radio show online. At least I hope he is.

Stern understands that the best way for him to make the switch is to offer his bits in separate units that can be accessed as needed or wanted on mobile devices. He was born to be on iPads and there will be over 20 million more of them sold by the end of 2011.

Wise enough to smell money from event marketing, merchandising and other non-traditional ways.

Don’t rule out subscriptions. As you know I’m betting that pay is an alternative to free going forward for compelling content. Stern could get paid subscribers for a reasonable rate. If the NFL can get over $400 for its online football package – and it does – Stern can get a dollar or two a month from his loyal fans.

Self-promotion? Who is better?