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XM Gains New Morning Man

By | July 29, 2004

      No, XM Satellite Radio [XMSR] has not landed the ultimate prize in the morning DJ market, shock-jock Howard Stern. It did, however, sign Bob Edwards to an exclusive deal — a move that could help drive subscriber numbers. Bob Edwards had been a host for National Public Radio‘s “Morning Edition” radio program for almost 25 years and, according to XM, he attracted more than 13 million listeners. He and his NPR morning show received the Peabody Award for excellence in broadcasting in 1999, but that’s where the good times ended. He was unceremoniously dumped from his slot last April and re-assigned as a “senior correspondent,” resulting in an immediate loyal-listener backlash that made the pages of every major U.S. news publication.

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