By Walter Sabo
A.K.A. Walter Sterling, Host
Sterling Every Damn Night, WPHT, Philadelphia
Sterling On Sunday, TMN
Paired association learning is the primary strategy our brain uses to remember facts: Oh, What a Feeling, Toyota. For several years, our business has worked hard to “save” the AM band by demonstrating how useful radio is in times of Emergency: Floods, fires, hurricanes, tornadoes. Think AM and think local disaster!
A listener wants a good show and a pleasant seat. The better the show, the less important the seat – think Eras tour.
In your city, there are ancient movie palaces that were abandoned in the 1960s and brought back to life within the past decade. Some of those palaces are independent movie theaters, children’s theaters or bookstores. They have been refurbished and repurposed. No one had the heart to tear them down, instead their history inspired fresh thinking and paint.
Many AM stations could become vital. First, fix the seating; fix the signal. Why should Congress bless a permanent place on the dial for AM if a company doesn’t invest in the infrastructure of transmission? While demanding mandatory inclusion of the AM band in cars, the same owners are cutting back on their AM facilities. Here’s a shocker: As late as the 1970s some companies chose to sell off their premium FM signals rather than experiment and fund them. We are talking big companies like Group W and RKO. Today, many companies are downsizing their AM signals with requests for lower power, simpler directional patterns, and selling of their tower real estate. Yes, Congress, protect our band!
Today, AM processing has advanced to the point where properly installed, an AM signal can sound as good or better than an FM. Ask Audacy’s Dave Skalish in Philadelphia. First, repair and upgrade the theater. Next, put a great show on the stage. The “savior” of the AM band is superior programming
Of course it can be done, but it can’t be done in pieces. The reason why WABC has grown from the scrap heap of crap from a negligent owner to a top 10 success in the world’s toughest city is by following programming rule number one consistency. John Catsimatidis and GM Chad Lopez deliver consistency: A consistent point of view. Consistent investment in top talent on and off the air. Consistent community visibility. Consistent pride In the product. The owner and management love radio and love the show. The show. Make a great show and they always come.
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.