SABO SEZ: Common Sense is Always the Solution
By Walter Sabo
A.K.A. Walter M Sterling
WPHT, Philadelphia
Sterling Every Damn Night
Sterling on Sunday Syndicated, TMN
Another Side of Midnight, WABC, New York
In 1952, the success formula for today’s radio was discovered and put into practice by two hungry entrepreneurs: Todd Storz and Gordon McLendon. Both men owned dying radio stations in medium and major markets. The industry was suffering from a lack of purpose or solutions due to the advent of television which drove the migration of hit network radio shows to television. Lucille Ball, Bob Hope, and Gertrude Berg were on radio first.
Storz and McLendon developed “Top 40” with their own brains and money. Top 40 was research and focus group based, as well as. Storz tried it first in Omaha, then Kansas City and Miami. McLendon in Dallas, Houston, Minneapolis, and New Orleans. The formula was simple but not obvious. Their common-sense solution worked in all formats: music and talk.
Ruth Meyer was Storz’s PD in Kansas City and I worked with her at ABC. She was very clear when outlining the Storz history, “It was all Todd.”
Success ingredients
The formula: Target one demographic. Play their hits – often. Call out the names of as many people in the audience as possible – make the listener a star. Present with enthusiasm. Promote at every local crowd event possible. Repeat.
All of the McLendon and Storz stations grew instantly, usually to number one.
That ingredient list works repeatedly for station after station for decades. But, and here’s the but, all of those ingredients have to be in the recipe. Leave out promotion, for example, or research, and it doesn’t work. But the full ingredient list does work for every single format.
I asked Mickey Luckoff, who ran talker KGO as the number one station in San Francisco for most of our lives, how he selected his on air talk hosts to which he replied, “They all come from top 40 because I can teach them talk but I can’t teach them radio.” His promotions were non-stop and smart, TV campaigns were non-stop and research, yes, research – non-stop!
When Adult Contemporary was evolving, my team was responsible for the NBC FM properties. Corporate finance people who went to Wharton urged me to go slow, layer in expenses when launching this odd new format. I knew layering was a recipe – for failure!!! All the ingredients had to be rolled out at once. In 1981, WYNY in New York had a $2 million dollar cash and a $2 million barter promotion budget. Result, a $3 million profit and a 5 share. Thanks to PD Pete Salant and GM Al Brady Law. We used the Storz/McLendon recipe with AC music and Dr. Ruth, it obviously works.
WGMS-FM was a classical station in Washington, DC. When it was owned by RKO and run by visionary Jerry Lyman, it applied the Storz/McLendon recipe to classical music. Their promos announced that WGMS played “Real Oldies – Your favorites from the 1600s, 1700s and 1800s!” WGMS aired a tight playlist of hits. Special weekends were popular, such as a “Beethoven Weekend” with t-shirt giveaways. The station was a profit monster, top 10 in Washington DC.
Five years ago, WABC-AM was about 28th in NYC as a result of cutting costs, by god the cost cutting was epic and so was the failure. Today, John Catsimatidis, the owner, and Chad Lopez, the president, have grown the station to a 4 share and number eight in New York. An AM talk station, number eight and growing. What? How? They put in all the ingredients. The station is data driven. The talent is live. External paid ads run for WABC almost every single day. The air team goes to local events to meet the crowds. WABC airs live listener music requests and dedications on the weekend with Cousin Bruce Morrow and Joe Piscopo – live. Did I mention live?
Today not history
The team is happy. They are making radio. This isn’t nostalgia. Mr. Cats is a very current based businessman who expects results. Like Storz and McLendon he is an entrepreneur, a private owner deploying common sense. He’s doing what is proven, what works. Bravo.
Conclusion: There is nothing wrong with radio. Just stop. Include every ingredient in the proven recipe; expect stunning results.
Walter Sabo has been a C-Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General, and many others. 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 recently began hosting “Another Side of Midnight” weekends on WABC, New York. He can be reached by email at sabowalter@gmail.com or phoned at 646-678-1110.
greater access to trusted news and talk at a time when local information matters more than ever. This expansion reflects our ongoing commitment to serve Asheville and the surrounding communities with credible voices, local connection and meaningful conversations.” iHeartMedia area SVP of programming Zac Davis adds, “After our post–Hurricane Helene broadcast, it became clear just how essential WWNC is to Western North Carolina. Over the past year, we’ve focused on expanding our ability to serve the community, and this next step allows us to reach even more listeners. It’s a natural extension of the incredible work our Asheville team has already done.”
Milner comments, “Joyce is an experienced market leader with deep relationships across Salt Lake City, enabling her to bring sharp local insight and credibility to every client partnership. She excels at delivering integrated marketing solutions, helping clients leverage our multi-platform strategies that maximize the combined power of audio and digital to drive results. Joyce will be a tremendous asset to our Salt Lake City team and a growth catalyst for our clients.”
who founded the company 30 years ago.” Thiele’s message to staff was: “First and foremost, I want to thank you all. Skyview Networks exists, and is respected across the industry, because of the talent, grit and customer commitment each of you bring every day. Since joining Skyview Networks, Steve has expanded our business portfolio and led with a steady focus on growth and stability. It is with this confidence in leadership that Skyview’s trajectory and momentum continues.” Jones adds, “On a personal note, I am proud of the team that has built and sustained Skyview Networks’ reputation across the industry. This company is special because of you. Serving as the leader of Skyview Networks is a responsibility I take seriously, and I am committed to continue leading with transparency, respect and a long‑term focus on our people and business.”
Federation of Taxi Drivers, Fernando Mateo. The new show, “No Excuses with Fernando Mateo” airs Sundays and 6:00 pm. Station owner John Catsimatidis says, “There are 65 million Hispanics in the U.S. and New York City is home to nearly three million of this fast growing population… With Mateo as part of our on-air lineup, we can super serve the needs and interests of the Hispanic community.”
executives who are dedicated to ensuring full transparency and maximum effectiveness from the Broadcasters Foundation. Our goal is to help every broadcaster who qualifies for aid, and we must always have the funds to do so.” BFOA president Tim McCarthy adds, “Our donors have often commented on the fact that they see the money going where it belongs – to the hard-working individuals in our business who are suffering from debilitating illness or disaster and simply need a hand-up during a trying time. These top-tier ratings are a further affirmation of our ongoing commitment to providing aid to broadcast radio and television professionals in critical need – whether behind the mic, in front of the camera, or at a desk.”
Gamble. Beasley says in his new role, he’ll oversee all human resources and benefits functions across Beasley Media Group. His responsibilities include employee relations, benefits administration, compliance, and the development of programs designed to support the well-being and professional growth of employees across the organization. He will also oversee the company’s business insurance programs.
Devan Kaney is among those cut. In 2024, Kaney was promoted to sideline reporter after the station let Howard Eskin go. She’d appeared regularly on the morning show with Joe DeCamara and Jon Ritchie. She’s quoted in the Philadelphia Inquirer saying, “I had a blast working at WIP and sincerely enjoyed my time there. But as the old saying goes, when one door closes, another opens.” 
has climbed up Triton Digital’s U.S. Podcast Ranker, finishing at #3 for the February 2026 period. Audioboom’s “Pod Save America” displaced iHeart Audience Network’s “Stuff You Should Know” for the #1 spot. Elsewhere, Salem Podcast Network’s “The Charlie Kirk Show” fell two places to #6 as did iHeart Audience Network’s “The Clay Travis and Buck Sexton Show,” which landed at #12. 
-platform footprint, we’re thrilled to welcome Jamie and his decades of expertise in driving meaningful success for blue chip media companies. Jamie swings big, experiences that inspire action, drive growth and leave lasting impressions on the audience. He will fit right in as our team continues to push innovative ideas at the leading edge of the industry.” Cutburth says, “My role sits at the intersection between brand, revenue, content and culture, and will ensure that iHeart shows up in the market with a clear story and a modern marketing engine. I am excited to bring my years of building successful partnerships and experiences to this team and to a company so clearly focused on innovation and growth.”
Specifically, since the company must get permission from the court to retain PricewaterhouseCoopers LLP as the independent registered public accounting firm for the company and its subsidiaries to complete the 10-K, it must wait to clear the objection hurdle expected to be complete by April 8. Cumulus notes that the ultimate timing of its filing of its Annual Report is dependent upon entry of the order.
for the fiscal year ended December 31, 2025 before yesterday’s deadline (3/31). Saga says it requires additional time to complete its analysis of technical tax matters and the resulting accounting impacts related to the company’s sale-leaseback transaction as disclosed in its current report on Form 8-K filed on October 20, 2025. Saga expects to file the 2025 Form 10-K within the 15 calendar day extension period.
New York, has died at age 86. According to The Grio, Law put “Night Talk” into national syndication in 1981 through the National Black Network. The piece says it was considered the first nationally broadcast Black radio talk show in the country. He began his career with WWRL in New York as a community affairs director, eventually rising to program director. 
pending regulatory approval by the FCC and is expected to close in summer of this year. Connoisseur CEO Jeff Warshaw states, “We are over the moon to be able to add these phenomenal properties and team to our company. This marriage will allow us to even better serve the community and our clients.” NRG Media CEO Mary Quass adds, “The Lincoln stations have been a very important part of our story, and we are pleased to pass them to Jeff and his team. Jeff is a broadcaster who shares our commitment to great local service, quality programming, and deep community connections!” At the same time, Connoisseur is entering into a deal with MSC Radio Group to sell its Topeka cluster that includes news/talk WIBW-AM and three music brands. About this sale, Jeff Warshaw says, “We’re incredibly proud of the impact these stations have had in Topeka and the connections they’ve built with listeners. As we continue to refine our portfolio, this agreement allows us to focus our resources on key growth markets while ensuring these stations are well-positioned for the future with KNZA. We’re confident they will continue their legacy of serving the community with a strong emphasis on local engagement, news, and partnerships.”
signals as WSCR-AM/FM “The Score” and news/talk WCCO-AM. Audacy president and CEO Kelli Turner comments, “Debbie Kenyon has been a pillar of our business for over a quarter century, and her elevation to regional president for our Central region is a testament to her ability to drive innovation and deliver consistent performance. Her appointment supports our commitment to empower our teams and build on our unmatched presence in local markets and communities while fully leveraging our scale and reach.” Kenyon joins Jeff Federman, Mark Hannon, Claudia Menegus and chief business officer Chris Oliviero in regional president roles overseeing key Audacy markets.
iHeartMedia division president Jeff Thomas says, “Over the past three months I have had the opportunity to work with Care and I can say without hesitation that she is the best person for this important role. Her leadership and coaching skills make her a perfect fit for the position.” Jones comments, “I’m absolutely thrilled to step into the role of market president at iHeartMedia — it’s an incredible honor and an even greater opportunity. I can’t wait to celebrate big wins, chase bold goals and grow alongside a truly exceptional team.”
that includes news/talk WGAC and four music brands. He previously served as operations manager for Beasley’s Fort Myers stations prior to the sale of the properties to Fort Myers Broadcasting and Sun Broadcasting. Vice president of operations AJ Lurie states, “Adam has a great instinct for what connects with audiences and how to position our brands for growth. We’re looking forward to the energy and perspective he brings as he partners with the team in Augusta.”
hosting his radio show on Cumulus Media’s WXNT-AM, Indianapolis “Indy’s Sports Ticket 1430 AM” and he will be exclusive to OutKick starting April 1. OutKick senior vice president and managing editor Gary Schreier says, “Dan Dakich has been a vital part of OutKick’s success. He provides unique insight and never hides from sharing his opinion. That combination is what OutKick stands for and we’re thrilled to have him for the years to come.” Dakich comments, “I’m beyond thrilled to continue as the host of ‘Don’t @ Me.’ This journey with OutKick has been incredible and has allowed me to share my opinion unapologetically. I can’t wait for what’s to come as my OutKick show continues to stand out among other sports shows that are afraid to speak their minds.”
and Sliwa” airs daily from 3:00 pm to 6:00 pm. Sliwa most recently served with the Los Angeles Lakers Radio Network. Station PD Mary Ayala says, “I’m incredibly excited to welcome Allen to our team. His experience, sports knowledge and natural connection with listeners make him an outstanding addition to our station. Pairing Allen with Jon creates a team we believe will deliver one of San Diego’s premier sports talk shows.”
Missouri 6th congressional district. Stigall is a Missouri native who graduated from Northwest Missouri State University and who says five generations of his family have called the 6th district home. He says, “After prayer, believe me, a lot of prayer, and careful consideration with my family, on this 250th anniversary of our great country this year, I’ve decided it’s time to join in the fight.” Stigall says he’s leaving Salem Media to run after U.S. Rep. Sam Graves announced he’s not running for reelection.