Sabo Sez: Try It, You’ll Like It
By Walter Sabo
CEO, Sabo Media Partners
A.K.A. Walter M Sterling
Host, Talk Media Network
This week, I started a five-night show on Audacy’s WPHT, Philadelphia. Thank you, market president David Yadgaroff. Because of my tenure in the industry, I received a flattering, humbling number of emails from colleagues in radio. THANK YOU. The support and encouragement are appreciated and certainly needed!
There was a pattern to the notes beyond the kind thoughts for my future. Almost every note hoped that the example of my show’s non-political content would compel other broadcasters to stop their political speeches and start a broader, real-life focused conversation. These emails were from CEOs, program directors, news directors, owners, and hosts. My response is, why me? If the note writer believes broader content would be good for their business, why don’t they put it on the air, today?
It would be fun to speculate on the answer to that question. It would also be pointless because the real answer is… just do it!
Radio executives love to copy success. I am mystified by why they are copying failure. Almost all politically focused talk stations are declining in audience and gaining in demographic age. Daytime TV talk shows cover much broader topics that capture younger demos, are growing in audience and, as a category, generate $5 billion in annual revenue.
Broader topic menus work well. Thanks to enlightened owners, my company has launched many stations and hosts that are not political. Of course it works, life is what your target listener is discussing with their friends right now. Follow my example. Your audience will grow, and you’ll generate more revenue.
(EDITOR’S NOTE: Walter Sabo will be appearing on a panel discussion titled, “Beyond Politics” at TALKERS 2024: Radio and Beyond on Friday, June 7 at Hofstra University on Long Island. For information, click here.
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. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at sabowalter@gmail.com. His nightly show “Walter Sterling at Night” is debuted this week on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, now in its 10th year of success.
The second of four rounds of ratings data from Nielsen Audio’s April 2024 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey covered March 28 through April 24. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media’s news/talk WMAL-FM dips two-tenths to finish with a 4.6 share (weekly, 6+ AQH share) and slides back to the #6 rank, while Hubbard Broadcasting’s all-news WTOP-FM loses one-tenth to finish with a 7.8 share good for the #2 rank. In Boston, iHeartMedia’s news/talk WRKO declines one-tenth for a 3.3 share finish and holds steady at the #12 rank, while sister all-news WBZ-AM rises three-tenths to a 4.9 share, yet it falls one spot to the #7 rank. In Seattle, Bonneville’s news/talk KIRO-FM dips one-tenth to a 3.8 share and slides down to the #10 rank, while Lotus Communications’ all-news KNWN-AM/FM loses one-tenth to finish with a 2.4 share and remains ranked #18. 
personality Doug Gottlieb is the new head coach of the school’s men’s basketball team. In what is a first, Gottlieb will continue to host his daily, two-hour radio show for FSR while undertaking his new role with UW-GB Phoenix. Gottlieb was a standout point guard at Oklahoma State from 1997 – 2000. He’s coached AAU teams and coached at the Maccabiah Games in Israel. During time in the media, he’s been a studio and in-game commentator for college hoops over the years while serving with ESPN, CBS Sports and Fox Sports. 
Indianapolis where Art Vuolo – chronicler of radio history and operator of Vuolo video – fondly remembers him early in his career as “a very popular night DJ at powerful WIBC-AM 1070 in Indianapolis doing his show from a tiny studio atop a Mel’s Drive-Inn style restaurant known as Merrill’s Hi-Decker where listeners would vote for favorite songs by flashing their headlights! He also was Indy’s local Dick Clark with a teen dance show on WISH TV 8 called the RC Cola Rhythm Carnival.” After Indy, Summer landed the late-night show at WBZ in 1963. WBZ says, “His show, ‘Nightlight,’ was known for its humor, along with listeners calling in to give him the ‘password’ of ‘one hen, two ducks, and three squawking geese.’ He would also recite poetry on air.” Summer was inducted into the Massachusetts Broadcasters Hall of Fame in 2018 for his work in the industry. He was also known for his TV and radio commercial voiceover work and spent time as a podcast host.
consumers ages 13 and older in the U.S.) and the top three remain unchanged with “The Joe Rogan Experience” at #1, “Crime Junkie” at #2, and “The Daily” at #3. The Taylor Swift effect helped propel “New Heights with Jason and Travis Kelce” to the #4 position. Other podcasts of interest to the news/talk media industry include “The Ben Shapiro Show” at #13, “The Ramsey Show” at #16, “The Tucker Carlson Podcast” debuts at #24, and “The Dan Bongino Show” is at #27. 
Makeover. The book is named one of BookAuthority’s 20 Best Personal Finance Books of All Time and has spent more than 1,000 weeks on bestseller lists. To date, over 9 million copies have been sold worldwide, and every year, more than 400,000 readers buy the book. Dave Ramsey says, “The plan is still simple, and millions of people have done it. You can solve your biggest problem with the least-complicated finance book out there. It’s the stories of everyday people in TMMO that makes it so powerful and inspiring. They’re the real heroes. Their stories of real life-change are all the proof you need that this stuff really works.” The new edition offers Ramsey’s principles, along with updated statistics and examples. It now includes advice on topics like: Mortgages and car loans; buy now, pay later loans; saving and investing for retirement; and paying for college while avoiding mountains of debt.
The first of four rounds of ratings information from Nielsen Audio’s April 2024 PPM survey has been released for 12 markets including New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union (New Jersey). The survey covered March 28 through April 24. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In New York, Red Apple Media Group’s news/talk WABC drops eight-tenths to finish with a 3.2 share (weekly, 6+ AQH share) and falls to the #11 rank, while iHeartMedia’s news/talk WOR sheds two-tenths for a 1.4 share and remains ranked #20. In Los Angeles, iHeartMedia’s news/talk KFI surrenders nine-tenths to wrap the survey with a 4.6 share but remains ranked #3, as Audacy’s all-news KNX-FM rises four-tenths to finish with a 3.4 share and remains ranked #10. In Chicago, Nexstar Media Group’s news/talk WGN rises six-tenths for a 3.8 share and remains ranked #9, while Audacy’s all-news WBBM-AM/WCFS-FM dips two-tenths to a 5.2 share to stay ranked #4. 
will cover the latest on significant events from around the nation and the world.” Levanthal adds, “‘The Leventhal Report’ will bring the top stories to the growing Newsmax2 audience with an in-depth analysis of the ‘why’ and what it means to them and our nation. I am looking forward to bringing my global experience in covering the news that matters most to Newsmax2’s lineup of hard-hitting journalism.” Newsmax2 is the network’s free streaming channel available on the Newsmax App and FAST channel platforms found on most major OTT systems including Roku, Samsung, Amazon Fire, Pluto, Vizio, LG, Tivo, Plex and Xumo. Newsmax2 also airs on 20 television broadcast stations through digital channels.
defaming two Georgia election workers, and they were accusing him of make new false accusations against them. 
talking about the 2020 election for three years and was never made aware that election talk was off limits. In The New York Times story Giuliani states that WABC’s policies on this topic are “a clear violation of free speech” to which TALKERS founder Michael Harrison comments, “As a lawyer, former attorney
general and former mayor, Giuliani should know better than to muddy the waters about ‘free speech’ by citing it and distorting it for his own defense in this manner. The letter of the law regarding the First Amendment protects the rights and responsibilities of Catsimatidis as the licensee and platform owner in this situation. And as far as the spirit of the law as indicated by the general term ‘free speech’ is concerned, the understanding between these two men as to what Giuliani can discuss on WABC is completely subjective and ultimately based on what the licensee determines at any given moment to be in the best interest of the platform, its listeners and most importantly, the truth.” 
Does anyone care anymore?
Actor Hugh Grant’s Tweet called it “The destruction of the human experience. Courtesy of Silicon Valley.” He was reacting to Apple’s 
Radio 1190 AM.” Beck’s program will air from 8:00 am to 11:00 am. He says, “I’m excited to partner with iHeartRadio on the relaunch of KFXR. With Dallas-Fort Worth being our home market and the home of my American history museum, I can’t wait to exploit the many opportunities that will grow our relationship with the listeners in Texas and KFXR.” Glenn Beck will be appearing as keynote speaker at TALKERS 2024: Radio and Beyond at Hofstra University on Friday, June 7. 
Melanie Ricks – transitions to a digital-only format this summer. Station director of content Kyle Wallace says, “We are excited for Mel and the new opportunities a digital show presents itself, particularly as fans explore new ways to consume our content. Carrie and Ben are part of the up-and-coming generation of young broadcasters, and since both teammates joined the ‘Truth’ team at its inception, their passion and grasp on the Milwaukee community will translate through the airwaves.” GKB says, “Jammin with Juice promises to be a dynamic addition to the lineup, offering a fresh perspective on pop culture, trending topics, and lifestyle through the lens of two local millennials. Hosted by Ben ‘Jammin’ and Carrie ‘Noni Juice,’ the show promises to dissect trending topics, share candid opinions, and deliver plenty of laughter as they explore and entertain.”
his radio career in 2010 in Battle Creek, for WBCK-FM and WBXX-FM, former Cumulus stations now owned by Townsquare Media. Cumulus president of operations Bob Walker comments, “Steve has proven himself to be an accomplished leader in the Dallas market the past 10 years and we are thrilled to have him moving back home to Michigan, an area of the country that is important to Steve and his family. We are excited for him to get started and eager to see the impact he will have.” Holm says, “I’m very thankful for the opportunity to come back home. The Grand Rapids and Muskegon teams are a tightly knit group and are determined and ready to win. I’m excited to be joining them and look forward to the challenges and growth ahead.”
reasons described below. The company says it is continuing to work diligently to file its Form 10-K as soon as possible and expects to be in a position to file the Form 10-K by May 31, 2024. “Additional time is needed for the company to compile and analyze supporting documentation in order to complete the Form 10-K and in order to permit the company’s independent registered public accounting firm to complete its audits of the consolidated financial statements and internal control over financial reporting included in the Form 10-K. The company expects its auditor will issue an unqualified opinion on the consolidated financial statements. The company has identified material weaknesses in the company’s internal control over financial reporting and as a result, expects some of its internal controls over financial reporting and disclosure controls will be ineffective as of December 31, 2023. The Annual Report will describe these material weaknesses, and the company is implementing plans to remediate them.” 
revenue for its stations by general format and the company’s sports revenue was $56.6 million – an increase of 6.5% – while its news/talk revenue fell 5.5% to $40 million. Audacy chairman, president and CEO David J. Field comments, “Audacy delivered a solid start to 2024 with Q1 EBITDA increasing 173% vs the prior year. Second-quarter revenues are currently pacing up low-single 
digits, and we expect another quarter of substantial EBITDA growth, enhanced by our continuing work on expense reductions. Our improving results are predominantly attributable to a significant acceleration in digital revenue growth, continuing meaningful revenue share gains, and declining expenses as our transformational investments bear fruit. As previously announced, we received court approval of our consensual pre-packaged Plan of Reorganization, which will reduce our debt by 80%, and are now awaiting FCC approval to complete the process. I want to salute our team for their excellent work in driving financial and operating progress while simultaneously executing our reorganization plan, all without disruption to customers, listeners, partners, vendors or our staff.
Salem states, “Revenue growth from the sale of broadcast airtime is negatively impacted by audiences spending less time commuting, certain automobile manufacturers removing AM radio signals, increases in other forms of content distribution, and decreases in the length of time spent listening to broadcast radio as compared to audio streaming services, podcasts, and satellite radio. These factors may lead advertisers to conclude that the effectiveness of radio has diminished. We continue to enhance our digital assets to complement our broadcast content. The increased use of smart speakers and other voice activated platforms that provide audiences with the ability to access AM and FM radio stations offers potential sources for radio broadcasters to reach audiences. Our broadcast advertising revenue is particularly dependent on advertising from our Los Angeles and Dallas markets, which generated 15.3% and 18.4%, respectively, of our total net broadcast advertising revenue during the three-month period ended March 31, 2023, compared to 15.1% and 18.7%, respectively, of our total net broadcast advertising revenue during the three- month period ended March 31, 2024.” 
Moberly, Missouri – including news/talk KWIX – have been let go and all programming is now syndicated. The same is being reported about the company’s stations in the Farmington/Festus, Missouri market that includes news/talk KJFF. KOMU-TV reports that Moberly market manager Bob Dakin would not comment on how many employees were let go but confirmed that all local programming – including news and sports – is being replaced by national content. 
and a translator in Decatur, Illinois; and an FM station in Monticello, Illinois to Champaign Multimedia Group, LLC, an Illinois-based company headed by Larry Perrotto. The transaction also included two websites – vermilioncountyfirst.com and nowdecatur.com.
hosted by FOX Business Network anchors and correspondents including Taylor Riggs, Kelly O’Grady and Lydia Hu. The company says the launch of the podcast follows the success of “The FOX News Rundown Podcast,” which saw over 35 million downloads in 2023, with over five million unique listeners according to Megaphone. “The FOX News Rundown Podcast” is also a syndicated morning show on over 100 FOX News Radio affiliate stations nationwide.