The Power of Live and Unpredictable
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday
The decision to change WABC from music to talk back in 1982 was not made by corporate, it was made by its then-program director, Jay Clark. Corporate was hoping he would approve the change, “they” lobbied for it, but the call was the ultimate responsibility of the program director. The business plan for WABC as a talk station predicted it to be profitable in year 10. (That’s because KABC, Los Angeles took 10 years to turn a profit.) As it turned out, WABC turned a profit in year 11.
At the time of the WABC format change back in the early 80s, the role of a program director was to be a disruptor. They were expected to cause trouble, get headlines, keep the energy coming out of the speakers up-up-up. It was my experience that the best program directors were extremely unpleasant, difficult people. They knew how to stir up their world on and off the air.
They did not get along with sales: “I’ll get you ratings, you go sell them” was the essence of their relationship with sales!
As co-worker relationships within radio stations became more important than results, the industry suffered. The death knell was the first time a program director dismissed a new idea by saying, “It’s not in the budget.” Until that tragic moment, good/great program directors would greet new ideas with, “They will just have to give us the money.”
The primary reason radio is losing younger demos is not technology, it’s the show. Technology attracts no audience. No one goes to a movie theatre to see a blank white screen no matter how good they may find the air conditioning and popcorn. If younger listeners are listening to another audio medium it’s because the show is UNPREDICTABLE, new, energetic, fun or on-demand.
Radio of any genre can be unpredictable, new, energetic, fun and on-demand. (Request lines built top 40. But what happened to them?) The actions of unpredictability are free.
Those unpleasant, autonomous program directors often earned more money than any general manager and more than almost any program director working today. A lot more. Why? Because radio stations attracted cume by acting as a 24/7 barker. The barker sizzle came from the single mind of the program director.
The programming mind that wins by disruption is not limited to top 40. For example, classical music WGMS in Washington featured promos declaring that “WGMS plays real oldies,” “mostly Mozart” and “Celebrate the bicentennial and Beethoven’s birthday.” Unexpected programming proves that radio is live and “LIVE” is the most powerful word in electronic media.
Walter Sabo was the youngest Executive Vice President in the history of NBC. The youngest VP in the history of ABC. He was a consultant to RKO General longer than Bill Drake. Walter was the in house consultant to Sirius for eight years. He has never written a resume. Contact him at walter@sabomedia.com. or mobile 646-678-1110. Hear Walter Sterling at www.waltersterlingshow.com. Meet Walter Sabo at TALKERS 2023 on Friday, June 2.
conservatives were likely to cheer the news of Lemon’s dismissal, the Carlson departure was far more nuanced as it came a week after FOX agreed to a $787 million settlement with Dominion Voting Systems and after discovery in the case revealed 
texts that offered a behind-the-scenes look at FOX News personalities’ frank opinions about the 2020 election, January 6, and their co-workers and bosses. The breaking news even prompted the vacationing Mike Gallagher to find a studio in London from which to do a special edition of his Salem Radio Network program today (4/25). Salem VP/news & talk programming Tom Tradup says, “Mike Gallagher’s programming instincts are second to none. Despite being on vacation overseas, he recognized the importance of the Tucker Carlson departure and insisted on parachuting back into his talk show to give listeners the chance to sound off of what likely will be one of the biggest political stories on 2023.” 
Many years ago, I received a late-night call from a legendary radio talk show host who had just been let go by management at the iconic major market station where he had been presiding over the airwaves for several decades. His ratings had begun to downtrend a bit, but he still was a big draw for audience and advertisers. He was one of the biggest names in talk radio history and his still-sizable audience loved him. Thus, the unexpected news of his severance blindsided him with a wallop and surprised the heck out of the biz. Everyone was buzzing about it.
state-of-the-art broadcast complex that will operate from the heart of South Beach. Stern will broadcast live May 1-3 from Miami in what SiriusXM calls “a star-studded week of programming live from SiriusXM Miami.” Stern will be joined live in the studio by special music and celebrity guests. The new SiriusXM Miami studios features a 50-seat performance space and several artist-first radio and recording studios, in addition to office space.
One out of three American AM/FM radio listeners are reached monthly by AM radio. From the Edison study: 1) AM/FM radio dominates listening in the car with an 88% share of ad-supported audio; 2) AM/FM radio’s near-90 share of in-car ad-supported audio has been steady as a rock for the last six years; 3) AM/FM radio’s ad-supported shares in the car are dominant across all demographics, even among 18-34s; and 4) ‘Perception’ vs. ‘reality’: Agencies and advertisers underestimate AM/FM radio shares and overestimate Pandora and Spotify audiences (‘Perception’ from Advertiser Perceptions data). MRI Simmons shows Ford owners represent 20% of all U.S. AM radio listeners and are more likely to listen to AM radio. Cumulus chief insights officer Pierre Bouvard comments, “AM stations serve very unique, targeted constituencies and represent many languages and voices. As automobile manufacturers consider eliminating AM radio, it’s important to underscore that the AM dial is one of the most diverse media platforms in the world. Why would we eliminate this variety from the car?” 
I’m one of the lucky ones. In my marketing work I get to speak with radio/audio sellers and managers around the country at companies privately and publicly owned, as well as that increasingly rare breed – the radio station owner/operator. They all share one common fault. Yes, I said fault. Can you guess what it is? Probably not, because you too may share the same fault.
Every time I visit a station, I meet with sales, and I leave ’em a thumb drive of “spots that have produced results elsewhere, for businesses just like yours,” magic words on local direct retail sales calls. Help yourself to these, all of which produced results.
Football, Masters, plus sports talk networks CBS Sports Radio and BetQL. Maguire reports to Stuart Greenblatt, SVP of affiliate sales for Westwood One. Maguire, who has served in management roles at stations including WMVP, Chicago; WQAM, Miami; KDKA, Pittsburgh; and KIRO-AM, Seattle, says, “I’m thrilled to have the opportunity to work with Westwood One Sports. They have long established themselves as best-in-class content curators and syndicators. I’m excited to team with our affiliate stations and partners to help them achieve success utilizing our many assets.”
Rounds three and four of Nielsen Audio’s March 2023 PPM survey have been released for 24 markets including: Portland, Charlotte, San Antonio, Sacramento, Pittsburgh, Salt Lake City, Las Vegas, Orlando, Cincinnati, Cleveland, Kansas City, Columbus, Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. Nielsen’s March 2023 sweep covered March 2 – March 29. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from these markets. In Portland, Alpha Media news/talk KXL-FM falls 1.3 shares to a 5.7 share (weekly, 6+ AQH share) but stays in the #4 rank, while iHeartMedia’s crosstown news/talk KEX-AM dips a full share for a 2.4 share finish that leaves it ranked #16. Bonneville’s Salt Lake City news/talk KSL-AM/FM adds one-tenth for a 5.1 finish that lifts it to the #4 rank, while iHeartMedia’s crosstown news/talk KNRS-AM/FM dips three-tenths to finish the survey with a 4.8 share good for the #6 rank. And in Milwaukee, iHeartMedia news/talk WISN falls one-tenth to a 9.7 share that leaves it ranked #2, while Good Karma Brands’ news/talk WTMJ rises four-tenths for a 7.4 share repeating in the #4 rank. 
Twitter CEO Elon Musk told NPR reporter Bobby Allyn that Twitter dropped the labels after a suggestion from author Walter Isaacson, who is reported to be writing a biography of Musk. NPR said it was suspending use of the Twitter platform as a result of the labels. NPR spokeswoman Isabel Lara says the company has nothing new to say on the matter. Twitter also put the labels on the BBC, PBS and Canada’s CBC. 
Kaye announced his contest to give away five Twitter Blue subscriptions to listeners who can explain why they are most deserving of the prize. Kaye says, “We are always looking for fun and unique ways to help our audience. Many of our listeners lost their blue check marks in the purge. Several others never had one to begin with. Either way, the twitter blue check mark has once again become a hot commodity and a major status symbol in the war to protect free speech. What better prize could we offer our listeners?” Kaye is giving away one subscription each day this week.
own. She cites a February 2, 2021 appearance by Mike Lindell on Newsmax TV during which anchor Bob Sellers vehemently challenges Lindell’s allegations of voter manipulation, to the point of walking off the set in frustration. The story also notes Newsmax’s defense as laid out in court filings. The company says, “It reported fairly and accurately on the public statements made by President Trump, his attorneys, and 
surrogates; It had a right to report on statements made by public figures, including the president; Newsmax reported on both television and online claims by multiple officials and experts that the election was not ‘stolen’ or ‘rigged.’; Newsmax reached out to Dominion, and Dominion did not accept offers to appear on the network; Newsmax published online at least a dozen articles sharing Dominion’s response to Trump campaign claims. Those headlines appeared on Newsmax TV; On Dec. 19, 2020, Newsmax published to its website a statement, ‘Facts About Dominion, Smartmatic You Should Know,’ which read, in part, ‘No evidence has been offered that Dominion or Smartmatic used software or reprogrammed software that manipulated votes in the 2020 election.’; Newsmax shared its statement over the course of months during segments related and unrelated to the 2020 election.” Finally, Newsmax adds, “It should be noted that FOX News has never made a statement, even after its settlement, as strong and specific as Newsmax’s statement of Dec. 19, 2021.” 
vote-getter in the unsuccessful recall election of California Governor Gavin Newsom in September of 2021. Now, Elder has his sights set on the White House and explains why in his mission statement. “America is in decline, but this decline is not inevitable. It is a choice made by detached and cynical politicians. As a California resident, I’ve seen firsthand how decades of Democrat rule have turned the Golden State, for many, into an unaffordable dystopia. I won’t let them do the same to America. We can enter a new American Golden Age, but we must choose a leader who can bring us there. That’s why I’m running for President.”
the same time, the station moves host Mark Arum (center) from afternoon drive to the 9:00 am to 12:00 noon daypart and “The Von Haessler Doctrine” hosted by Eric Von Haessler (right) shifts to the 4:00 pm to 7:00 pm slot. Station director of branding and programming Ken Charles comments, “‘95.5 WSB’ has such a deep roster of talent, and I’m excited to promote Chris to this new role. As part of the process, we took the time to examine the entire station lineup. Additionally, we asked our audience what they expected from WSB. These changes reflect those expectations and leverage our local stars to position the station for the future.” About his new role, Chander says, “It is the honor of a career to step into one of the great heritage radio news programs in the country. Scott Slade can’t be replaced, but I’m committed to maintaining the integrity, consistency, and fairness he brought ‘Atlanta’s Morning News’ over his legendary run.”
commentator on FOX and has hosted the Saturday night show “Unfiltered” since 2021, as well as the “Canceled in the USA” program on FOX Nation. Bongino said on his radio show and podcast that they just couldn’t agree on a new deal. “It’s not some big conspiracy. There’s no acrimony. This wasn’t like some WWE brawl that happened. We just couldn’t come to terms on an extension.” The report indicates Bongino may even make guest appearances on FOX in the future. 
alongside Atiba Buchanan. Hill takes over for Kimberly Egonmwan who left the show to run for political office. WVON says, “Hill is a 30-year veteran journalist and a fixture in Chicago media. Her knowledge of local stakeholders, politics, and social issues makes her an asset to WVON’s news/talk format.” Hill adds, “WVON has such a rich history of being a force and a voice in Chicago this just seems right. I look forward to being part of the next generation of storytellers.”
Engineer and non-Engineer’s Engineer. By that, I mean that he is able to interact with all personality types. From sales to programming, he is able to describe the why in very relatable terms and consistently demonstrates patience with people.” Brown states, “I am humbled and very grateful for this honor, but this is also about many other people. So many amazing colleagues, friends and co-workers who have helped me. The great radio stations and a company where I have been privileged to work for almost 50 years. Numerous mentors and teachers who have given me so much. My family, who have encouraged me and allowed me to do the work I love to do. And my beautiful wife Karin, who makes me a better person every single day.”
student has pivoted between holding positions on key talk stations and performing stints in politics and the public sector. These include being State Director of Field Offices for Governor Brian Kemp. She’s also worked for former U.S. Senator David Perdue in senior staff positions. Back in 2011, she announced her candidacy for Congress in Georgia’s new 9th Congressional District and temporarily left the airwaves to campaign full time. She made it to the runoff in that race, but did not win, although her impressive showing was a victory unto itself. Among her many roles, she has served on the Georgia State Board of Education since 2020. Zoller has been designated the TALKERS 2023 “Woman of the Year” and will be presented the prestigious award at the publication’s national conference on June 2 at Hofstra University on Long Island. 
