SABO SEZ: Surprise Sells
By Walter Sabo
A.K.A. Walter M Sterling, Host
Sterling Every Damn Night, WPHT, Philadelphia
Sterling On Sunday, TMN
PPM meter measurement accurately reflects how most people listen to the radio. When a station is engaging, they leave the station on. When they are bored, they change the station. Station surfing can happen dozens of times an hour. The diary could not measure typical listener behavior. Diaries were a reflection of recall. No listener, driving at 70 MPH pulled over to write down station changes, they just guessed at their recalled radio behaviors and wrote them down.
The biggest flaw or fraud of both diary and PPM data editing was corrected this week by Nielsen.
• Nielsen/Arbitron has measured radio listening in 15-minute intervals, AQH, since the 1920s.
• The change to three minutes is intended to reflect changing listening habits and attention spans.
• The change is expected to benefit advertisers by increasing the number of people tallied who hear their ads.
• The change is also expected to benefit stations by increasing the number of quarter-hours they receive credit for.
Good news, it’s working. In an analysis of the first week of the new editing technique, ACs and adult music FMs have seen increases in AQH as high a 40%.
• Talk shows have enjoyed jumps of 25-31%
• The new editing strategy amplifies the inherent nature of the Meter: More topics the better. More change, the better.
A serious burden dumped on talk radio was the distorted edict that format consistency is essential to success. It is. And that’s exactly what it means FORMATICS, NOT TOPICS.
“Formatics” cover station ID, branding elements, promo production, audio processing, phone number pitch, service element placement. BUT NOT THE SAME DAMN TOPIC ALL DAY.
The same topic all day is why stations that once had double digit shares, are selling off transmitter land to keep bond holders at bay.
People in social situations who only talk about one thing quickly lose friend and are considered bores. Sure, a few people hang around them all day, but new friends are rare. Do you see similarities to the belief that TALK is high AQH but low cume? Low cume is a bad, unstable business. The new Nielsen editing rewards with higher AQH but only if content delivers constant surprises.
Consultant Walter Sabo a.k.a. Walter M Sterling has a nightly show “Sterling Every Damn Night” heard on WPHT, Philadelphia 10:00 pm – 1:00 am. 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. Meet Walter Sabo at GENERATIONS 2025 in NYC on March 8.
The intersection of copyright and fair use remains a gray area for media creators, especially in music. Two cases – Pop Smoke’s use of an interview clip in “
To say that I am excited about the forthcoming Intercollegiate Broadcasting System (IBS) conference coming up in New York City on Friday March 7 and Saturday March 8 is an understatement. I am proud that TALKERS has taken on the role of “presenting sponsor” of the entire event and that this year’s iteration of the annual “TALKERS” conference will be taking a unique and groundbreaking turn toward the future of radio-oriented broadcasting within the context of the industry’s leading youth-oriented gathering.
If professional radio is truly concerned about an aging audience and a deteriorating “farm system” from which to recruit new talent, it’s time to connect with the largest concentration of young broadcasters and listeners found on the planet in America’s dynamic campus radio station and communications department scene.
In the ever-evolving landscape of digital media, creators often walk a fine line between inspiration and infringement. The 2015 case of “Equals Three, LLC v. Jukin Media, Inc.” offers a cautionary tale for anyone producing reaction videos or commentary-based content: fair use is not a free pass, and transformation is key.
Don McLean recalls the newspaper headline on February 3, 1959: “Three Rock’n’roll Stars Killed in Plane Crash.” He says, “I cried,” telling AARP Magazine that, years later, “I had my tape machine on, and this song just came out of me: ‘A long, long time ago, I can still remember how that music used to make me smile…’”
(distributed by Premiere Networks) which runs two hours per day, five days per week on stations across the nation, is one of the most innovative and well-received syndicated talk radio shows (as well as podcasts) to come down the pike in many years. It is described by Habeeb as follows: “There’s no debate or opinion. No 
politics. No news. Just stories that bring people together around common values, themes, and the founding principles and ideals of our nation. Stories that create a space for listeners to escape the news and noise of the day and be moved and informed. To listen and learn.” Habeeb’s talk show credentials are formidable. He co-founded Laura Ingraham’s national radio show in 2001, moved to Salem Media in 2008 as VP of content, and launched “Our American Stories” in 2016. He’s a University of Virginia Law School graduate, a Newsweek essayist, and lives in Oxford, Mississippi with his wife Valerie and daughter Reagan. He is currently ranked #11 on the TALKERS “Heavy Hundred” list of the 100 Most Important Radio Talk Show Hosts in America. Harrison and Habeeb engage in an illuminating conversation about the importance of history and the power of storytelling. Don’t miss this! 
Here’s the script:
By Holland Cooke
This will be a subscription service. And THAT seems to be the real story. Ford did a U-turn after the outcry over their plan to remove AM radio; and legislation broadcasters asked for didn’t make the cut before the 118th Congress adjourned.
The horrific murder of UnitedHealthcare CEO Brian Thompson at the hands of Luigi Mangione at the end of 2024 was a wake-up call for the talk media industry.
Welcome to 2025… TALKERS 35th year! Everything seems to be moving faster and faster as we hurtle deeper into the 21st century and what is turning out to be a “brave new world” even for Gen-Z. Each year at this time, I am invariably asked by broadcasters, reporters, and friends, “What do you think we’ll be talking about in the new year ahead?” And each year I give the same answer: THE UNEXPECTED.
After over three decades as a talk show host, I’ve come to appreciate one essential truth about this industry: there’s no one-size-fits-all formula for success. Program directors, executives, and consultants often believe their advice applies universally, but experience has taught me otherwise. The reality? Not every tip or trick works for every host—or every audience.
Legendary journalist and all-around local media hero in Western Massachusetts, G. Michael Dobbs, is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” Harrison states, “Western Mass is a special place I’ve called home for the past 40 years. Although I have had several simultaneous homes in different parts of the country during this stretch of time, the Springfield, Massachusetts area has played a very important role in my life. And in this beautiful, ‘salt of the earth’ segment of America, my guest is well-known to just about all its civically, socially and politically active citizens. His half-century career has been a testimony to the power and importance of local media… which, as we all know, is rapidly becoming an endangered species.” After decades of service, the recently retired executive editor of Reminder Publishing, continues his multi-faceted career in mass communications. Harrison comments, “I’m not sure he understands the meaning of the word retirement.” In his no-frills-down-to-the-basics career, Dobbs has worked as a newspaper reporter and editor, freelance writer, radio talk show host, college instructor and was the editor of two nationally distributed magazines about animation. He has written seven books to date and continues to write as well as appear as a host for Focus Springfield cable television. Harrison adds, “He has covered hundreds of school board and city council meetings; conducted thousands of interviews with local leaders; knows just about everything involved in how local government operates; and is an expert on cigars, brandy, old films, cartoons, comics, and even strippers. He’s an amazing guy and a quintessential example of the tremendous importance of local, grassroots journalism in sustaining and preserving American freedom and democracy.” The conversation with Dobbs started out with Harrison appearing as a guest on the media practitioner’s local podcast titled, “The Ink-stained Wretch with G. Michael Dobbs.” But, according to Harrison, “The conversation went deep into some very meaty material, so I decided to dip into it and extract some content for my own podcast.” To listen to the podcast in its entirety, please 
This presidential election cycle provided a number of insights, revelations, and takeaway lessons for news/talk radio. And by using the term “news/talk radio” I mean all spoken word platforms on the AM/FM dial including commercial, public, educational, and ethnic outlets that provide news, politics, and commentary. They are all RADIO.