By Walter Sabo
CEO, Sabo Media Action Partners
A.K.A. Walter M Sterling
Daily host, WPHT Philadelphia
Weekly host, Talk Media Network
As an industry, radio has a peculiar modesty. We diminish our magic and power in relating to listeners and colleagues by using the wrong slang terminology. May I suggest new “labelling” of commonly used radio terms?
Board Op. To a non-radio person that could be a game, piece of wood or diver. Let’s call it something romantic such as “Sound Shaper” or specific, “Audio Technician.”
Legacy Media. The worst. Sounds like an Ohio mall. Own our success, the reason radio has existed for 100+ years is that it moves product off the shelves. Call it what radio actually is: “Proven Media.”
Fill-in Host/Jock. Do you watch TV? A fill-in host is called a “Guest Star.” Radio presents a show – a show starring a remarkable host who can create entertainment without a writer or prompter. Only a “Guest Star” could be a worthy replacement. Yes, when I take time off from my WPHT daily show, they are introduced as “Guest Star.”
Account Executive. Learn from Apple: “Radio Evangelist.”
Air Shift. Good at the Ford plant or Amazon warehouse. Radio is not shift-work. Radio is show-business. Call your time-period what it is: “Show.”
I’m sure you can think of more.
Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers.. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com