Taking on the Fleet Street rumor mill isnt easy, but it appears SiriusXM and Howard Stern are giving it a shot.

In the lead-up to Sterns next contract talks with the satellite radio giant his five-year deal was estimated to be worth $100 million a year and is up at the end of 2025 a familiar refrain of Is this it for Howard this time? has echoed a bit louder given his age, 71, and this transitional media moment (podcasts are flooding the zone, and also becoming the new TV, too).

This time it was The Sun, with its Aug. 5 air quote to be canceled headline, that sent a reminder that its once again negotiations time between King of All Media and his home for the past two decades. The News Corp. paper, citing an insider that contradicted its own headline, said that Sirius would be offering Stern a new deal but the two parties are never going to meet on the money. The line reads like a work the refs blind quote it puts both Stern and SiriusXM on notice that this could be a breaking point while also being fed into the media ecosystem with plenty of time on the clock to reach a new deal before the hosts contract is up. This time, unlike prior negotiation dramas, the wild card is which side may want to walk this time, at least that may be the tabloids premise. It pages the lawyers and dealmakers for both sides to get serious, or not.

While it seems unlikely that SiriusXM is looking to shed itself of its most recognizable asset in a tough moment for the radio giant its consumer-facing app underperformed and its been stuck at around 30 million subscribers for a few years while navigating the rise of a podcast-driven era that has threatened its walled garden it doesnt seem out of realm of possibility that the company is looking for Stern to take a home team discount this time. (Speaking of dealmakers, its also worth noting that the super agent that had repped Stern in his last go-around for a SiriusXM contract, and for many decades, Don Buchwald, passed away last year.)

In any case, on Wednesday, a promo began running on SiriusXM leaning in to the drama. The tabloids have spoken: Howard Stern fired, canceled, is it really Bye-Bye Booey? Chaos is swirling at The Howard Stern Show, intoned a movie trailer-ready narrator in the ad running on SiriusXM. Did staffers talk to the press? Are writers withholding their best jokes? Nobody knows whats going on or who to trust.

Naturally, the promo is a set up for Stern himself. Now we can reveal all the questions will be answered, all the truths will be told by the one man truly on the inside, the trailer narrator said on SiriusXMs airwaves. Howard Stern will speak Tuesday September 2. Well played.

Publicly, SiriusXM executives, who are asked about Stern nearly every chance theres a media press availability, keep pointing to him as unique talent while also ushering new stars like Alex Cooper, Stephen A. Smith, Trevor Noah and theSmartlesscrew. (Theyre also in the midst of belt-tightening. The company is dealing with reduced advertising revenue down 2 percent year-over-year and it also cut its tech and product workforce by 10 percent in order to operate more nimbly, CFO Thomas Barry said on July 31.)

But that doesnt mean keeping Howard Stern is a deal-breaker. Hes been with me and the company going on two decades, and so hes pretty happy, but hes also able, like many great artists, to stop whenever he wants, chief content officer Scott Greenstein told The Hollywood Reporter last year of Stern. Nobody will ever replace them. We would never try to replace them. Its not what is even appropriate, but even practical. What you always want to do in anything, whether its a sports team or a media company, you want to have a great bench of talent that have their own identity.