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Media Shake-Ups Aren’t About “Woke” — They’re About Profit

While the keyboard warriors would have you believe it is "Go Woke, Go Broke", the reasons are simpler than that.

Author

Matt Cundill
August 15, 2025

Last week I made the mistake of checking Facebook before my coffee. The algorithm served me a post about Howard Stern’s contract not being renewed at SiriusXM, and right on cue, the “Go Woke Go Broke” crowd was out in full force with comments. 🙄

Let’s be honest: if “Go Woke, Go Broke” had any real merit, I would be raking in cash from right-wing creators. But it’s crap. Because these moves in media? It’s not about politics. It’s about money. Always has been. Always will be. (Same goes with the cancelling of Colbert’s show)

What's Below

💰 Follow the Money

SiriusXM paid $100 million annually for Stern. That kind of investment demands subscriber growth—and Stern, now 70, isn’t pulling in new audiences like he used to. Compare that with recent signings like Alex Cooper or Mel Robbins — their value is in attracting a younger, more engaged crowd.

📈 Amazon's Playbook

Amazon dropped $100 million on the Kelce brothers' podcast—not because they’re political, but because it’s a smart licensing play. More reach, more revenue. At the same time, they’re pivoting away from legacy audio storytelling (Wither Wondery?) and toward video-first content with higher return potential. There are more places to monetize video than audio.

🎙️ What Stern Is Missing

In today’s landscape, having a podcast is a gateway to partnering. If you have one, it represents a body of work that is easy transferrable and can be integrated a media company’s ecosystem. In short, if Stern had a podcast beyond anything like “catch-up radio”, he might be an easier acquisition. There is still an audience for Stern. However, he is 70 and doesn’t need to do this anymore. So there’s that.

The next time someone blames “wokeness” for a media shift, point to the balance sheet. Follow the money. Because if there’s one thing we’ve learned, it’s not about politics. It’s about profits.

Dave Sturgeon with “The Truth About Radio”

I had the pleasure of speaking with Dave Sturgeon, a true veteran of the radio industry. With over 40 years of experience, Dave shared his journey from starting on-air in small-town Ontario to managing stations across North America and eventually running his own agency. Dave’s new book, "The Truth About Radio: A Myth Busting Guide For Today's Media Buyers and Seller," which aims to bust those myths.

Results of the Sound Off Survey

I shared some of the results in a podcast which you can listen to here. It takes 6 minutes to listen to it.

Advice from Taylor Swift via Jordan Blair

Jordan Blair was on our show back in April. She listened to the Taylor Swift Appearance on New Heights. Open this up and read the whole X post. In this world of media where there is so much bullshit being floated, create the necessary space to flourish. Don’t let time bandits take from your creative space.

Best Thing I (re) Listened To This Week

Allison and Andrea at Writing Class Radio are on a summer sabbatical. They left behind a few notes asking me to repackage some of their favourite episodes. The one we put out on Wednesday is a piece by Morgan Sutton called, Is It Rape If You Were Blackout Drunk?

Why Listen? Because I Said So. Of the 100+ episodes of the show that I have produced, it is one of the top 3 I would recommend from their 200+ library. Listener Discretion advised.

Sad to get the latest news that podcast companies are relying on AI to create host read ads. Spoiler. That won’t work. People know. Hire me instead.

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