Putting Big Mouths Where the Money Is.

If a new Los Angeles-based radio syndicator and programmer has its way, Stern-like programming -- targeting the same audience with the same raunchy outlook on life -- will be a growing, nonstop part of the radio landscape.

Imagine Howard Stern on all day, every day.

The fledgling Comedy World Radio Network has just gotten a boost in those efforts to go head to head with the big boys of national content syndication by teaming with Jones Media Networks of Denver.

It's a move, the companies said, that will greatly expand Comedy World's 24-hour-a-day programming -- described as "edgy, underground, less mainstream" -- and its reach into the 18- to 34-year-old demographic.

Terms of the deal struck this month between Comedy World and Jones Media were not disclosed. Jones through its subsidiary, MediaAmerica, is the largest independent network radio sales representation firm and one of the largest independent programming providers in the country.

MediaAmerica places national advertising on more than 90 radio programs and networks and Jones' syndicated programs reach more than 3,000 radio stations and more than 60 million listeners.

Under the deal, Comedy World will provide programming, which Jones will then syndicate nationally. Ads for the programming will be sold through MediaAmerica.

The deal is expected to provide a needed boost to Comedy World, which launched in September and has so far syndicated its programming to 19 stations, some AM and some FM.

Even with the extended reach provided by its new relationship with Jones, the nascent "young" talk syndicator faces stiff competition in the radio programming production/syndication game.

The market is dominated by Westwood One Inc., the industry's largest syndicator (affiliated with Infinity Broadcasting Corp., owner of 180 stations), and Premier Broadcasting. Premier is a subsidiary of 1,170-station Clear Channel Communications Inc., the nation's largest station owner. Still, investors and analysts are optimistic about Comedy World's prospects.

"Now is the right time for (Comedy World) to be doing what they're doing," said Walter Sabo, president of Sabo Media, an international radio, Web site and television consulting firm based in New York. "The sheer math is pretty good."

Under-served audience

Sabo said an estimated 99 percent of talk shows have some sort of political bent. Forty-four percent of talk radio's "cume" (the industry term for listeners who tune in for more than five minutes a week) are older than 65. Yet, for the past 16 years, well known "shock jock" Howard Stem has proven consistently that "talk radio can reach 20 year olds," Sabo said.

"Talk radio captures a large portion of the advertising out there, and we've found the 18-to-34-year-old market to be under-served," said Comedy World CEO and President Jody Sherman. "Stem hits the demographic, as does (Westwood One's syndicated show) 'Loveline,' but there's no format that specifically gets it like, say, Fox tries to do on TV."

Talk radio is a particularly lucrative format because listeners actually concentrate and take in the programming, as opposed to keeping it as background music, said Sabo. Talk radio listeners also have a higher tolerance for advertisements and are more responsive to ads, according to Sabo, which allows stations to program 18 minutes of commercials per hour, vs. the six to eight minutes that are typical for music radio.

While Comedy World's initial business plan called for a heavy Internet strategy, which Sherman admitted was partially a sop to investors, going forward, the company is concentrating mainly on traditional broadcast radio.

Growing market share

Comedy World is still waiting to break into Los Angeles and New York, the two largest media markets, but has a presence in Chicago and smaller markets such as Cleveland; Memphis, Tenn.; Charleston, S.C.; Spokane, Wash.; and Las Vegas.

"Jones' experience and industry clout can help us rapidly grow our national audience and sell to advertisers who want to reach our listeners," said Sherman.

"We see upsides and synergies in working with Comedy World to develop FM talk radio for younger audiences," said Frank DeSantis, vice president of programming and affiliate relations for Jones Radio Networks, a subsidiary of Jones Media.

Comedy World must also have something that appeals to investors. Sherman has been able to raise $30 million in venture funding. The company has received capital from Attractor, Moore Capital Management Inc. and AltoTech Ventures LLC, as well as investments from individuals such as Dan Rosensweig, CEO of ZDNet; Shelby Bonnie, CEO of CNET; and Charles Moldow, senior vice president at Tellme Networks, among others.