By Walter Sabo
A.K.A. Walter Sterling, Host
Sterling Every Damn Night, WPHT, Philadelphia
Sterling On Sunday, TMN
Like you, my guideposts come from innovators, leaders in our business. These are the words I “work” by every day that have led to consultant and host success.
“We will just have to improve security of the building. Next time you are going to stir people up, let me know so I can tell the sales department to raise the rates.” – Bob McAllan CEO Press Broadcasting, original owners of New Jersey 101.5.
“It’s a simple business, people make it hard. In any situation there are three options: Yes, No, Do Nothing. Do nothing is usually the best option.” – Edward F McLaughlin president ABC Radio Networks, founder of Rush Limbaugh syndication.
“Local news is the most important thing a radio station does. It must be accurate, and it is our business.” – Nick Dirienzo, New Jersey Radio Hall of Fame inductee; owner WCRV Radio, Washington Borough, NJ.
When asked why he never discusses current events on his # 1 nightly WOR show, Jean Shepherd said, “Because that’s too easy.”
While others found trouble with every single new idea, Al Brady Law, program director always said, “It just might work.”
“There is no reason a station can’t own the ‘news’ image and the ‘cool music’ image.” – George Gilbert, PD WARM, Scranton – who pulled that off.
Being offered a significant marketing budget, Donnie Simpson PD of WKYS, Washington replied, “No thank you… if we put out one wrong image or message, we could ruin our relationship with the listener” Mr. Simpson earned # 1 in DC with an Arbitron 10.0 share.
About Spotify and Pandora: “There has always been a box of records next to the radio.” – Bob Pittman, CEO, iHeartMedia.
“If they’re not fearless and having fun, they are useless.” On high powered, talented DJs. – Ruth Meyer, Radio Hall of Fame inductee and PD of New York’s top 40 WMCA, WNEW, and WHN.
“For WABC, as a top 40, 7:00 pm to midnight was their morning drive.” – Steve Goldstein, CEO Amplifi Media.
“Imagine if TV started on a cable distribution system. Then one day, it became possible to distribute without wires… over the air! That would have been considered a spectacular advancement!” – Michael Harrison who gives us daily permission to think different!
“No, please we don’t need to hear that story. We hear your show all day in the house. Save it for your show.” – Any one of the four women who have to live with me.
Your turn.
Consultant Walter Sabo A.K.A. Walter M Sterling has a nightly show “Sterling Every Damn Night” heard on WPHT, Philadelphia 9:00 pm – 12:00 midnight. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs Sundays 10:00 pm – 1:00 am ET, and is now in its 10th year of success. He can be reached by email at waltermsterling@gmail.com or Sabowalter@gmail.com.