Clark Howard signs for two more years with HLN

June 9, 2010, by Rodney Ho

HLN has given Atlanta-based consumer advocate

Clark Howard

a two-year contract, a sign his TV gig is reaping benefits for both sides.

Howard has already developed a major radio syndication presence over the past decade, but 18 months on the Atlanta-based cable network is giving him an expanded presence.

His 30-minute TV show airs multiple times on weekends but more importantly, Howard said in an interview, his 75-second bits of Clark advice air 16 times a day on weekdays. That’s where the ad money really comes in, he said.

Do you like Clark Howard on HLN?

• Yes. His radio persona transfers well on TV.
• No. I like him better on radio.
• I don't like him period.

“They’re thrilled,” Howard said. “I’m a money machine for them. Best I can tell, people buy ads for the program. There’s real high interest.”

When I did a profile on Clark back in 2001, he was relatively new to the syndicated radio world and was only known by his face in Atlanta. He could travel most anywhere in the United States and not get recognized. Thanks to HLN, which used to be called CNN Headline News, he’s recognized everywhere.

He owns his radio syndication, heard locally on WSB-AM, so he feels that side of his business has benefited from TV exposure. (Other examples include Sean Hannity and Glenn Beck where such synergy works.) Howard has been able to add affiliates although political talk radio dominates.

"He's in his own category," said Michael Harrison, who runs Talkers magazine, which tracks radio syndication. "He works in just about any kind of format, stations that are political, some with more lifestyle. He's on stations geared to men. He's on stations geared to women. He's sort of above the fray. His program is based upon on stuff people find interesting and has a likable personality."

The only comparable radio show that's bigger is Dave Ramsey, who focuses more on financial advice.

Howard said HLN management viewed him as an experiment at first but obviously decided he was working for them.

Bill Galvin, senior vice president of HLN, declined to comment about Howard's contractual arrangement or ad revenue stemming from his presence. But he was happy to rave about Howard himself.

“We have a slogan, ‘Passion, personality and point of view,’ Galvin said. “Clark is three for three on those fronts. He’s definitely passionate about what he does. He’s got a personality that is uniquely his own. And he certainly has a point of view. His level of expertise is unmatched and his desire to help people he just puts out there unabashedly. He fits the style of our network as we build our brand as the news and views network.”