SABO SEZ: Bad AM Shows Don’t “Get Good” on FM
By Walter Sabo
A.K.A. Walter M Sterling
WPHT, Philadelphia
Sterling Every Damn Night
Sterling on Sunday Syndicated, TMN
“Darn, if we were on FM everything would get better.” Not true. This writer launched many of the successful talk formats on FM stations in the early 1990s. The ones that worked, such as KLSX, Los Angeles; WTKS, Orlando; and New Jersey 101.5 in Trenton, were produced for the unique demands of FM. Then and today, the FM band cume utilized the radio in a completely different manner than AM audiences. The competition on FM isn’t another talk show. It’s Chapelle Roan and Taylor Swift. Ya know, billion-dollar Taylor Swift. The production values of FM music stations set the expectations of “the sound.” “Let’s pay some bills…” Followed by bumper music! Followed by eight minutes of commercials for Med Alert is just not what FMers are used to hearing on Elvis Duran. (Elvis is doing a talk show.)
FM music stations are laser focused on precise demographics and marketing goals
Every moment of a music station is heavily considered for its ability to capture and hold a listener. Nothing is left to chance. Compare that reality with the odd feature of, “Let’s open the phones for whatever is on your mind!” The ancient demographics delivered by most talk shows are not an accident; it’s the net result of a product that appeals to people who need companionship, a voice talking, a voice to soothe them to sleep. Put that weary product on FM and get the same result.
FM Requirements, the short list
Every city is unique and an FM talk station that will succeed has some key ingredients:
- Well-defined target listener. Everyone at the station has to buy in to this target. Including the sales department.
- A production format. Each show should “sound” the same. That helps the cume flow show to show rather than starting and stopping show to show. Rules for call length, stop sets, and other elements should be the same at 10:00 am and 10:00 pm.
- Topic playlist. Each host should have a clear understanding of which topics make the meters bounce, and which don’t. That’s right, there are some you just shouldn’t do.
- Audio processing. If your chief thinks “those settings” will result in listener fatigueuse them.
- Music on the weekends. No infomercials. The music should be super-tight appealing to your target listener. Music blows off chronic talk radio listeners and brings in young cume for Monday morning.
Happy to share more success strategies for FM at 646-678-1110.
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. 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 can be reached by email at sabowalter@gmail.com.
report include: When it comes to audio’s value versus TV, diehard fans are 1.4 times more likely to tune into pre- and post-game shows on radio than on TV; Local voices matter as 79% of fans say sports make them feel part of a community. Many mute national broadcasts to follow local radio calls that capture their city’s emotion and history. Audacy adds that it now ranks #1 in sports talk reach across radio and television, surpassing ESPN and FS1; When it comes to reaching Gen Z, younger fans aren’t disengaged, they follow personalities, podcasts, and audio creators instead of networks; It’s a myth that only marketing beer and betting works on sports audio: sports audio drives measurable results beyond traditional categories, with web traffic lifts on air days vs. off-air days: +105% for financial services, +42% home improvement, +22% grocery, +10% automotive. 
Kevin McCullough tells TALKERS that as of the end of January, weekly affiliates taking one or both of his weekday, or weekend “That KEVIN Shows” is up to 693. He adds, “Not only have former Eric Metaxas stations been quick to jump on board, but we are also increasingly replacing some Charlie Kirk slots as well. New adds include: KLBE-FM, Bismarck; KOMT-FM, Lake View, Arkansas; and KWPM-AM/FM, West Plains, Missouri.
rising leaders in digital sales and strategy, providing direct access to industry executives, structured mentorship, and strategic guidance at a time when audio and digital integration has never been more critical to client success.” Reid comments, “I’m honored to be selected as an MIW Digital Mentee. This mentorship is an opportunity to strengthen my leadership skills, learn from industry leaders shaping the future of digital and audio, and continue delivering smarter, more effective advertising solutions in a rapidly evolving media landscape.”
clear on what this is. This is government intimidation, not a legitimate investigation. Like many other so-called ‘investigations’ before it, the FCC will announce an investigation but never carry one out, reach a conclusion, or take any meaningful action. The real purpose is to weaponize the FCC’s regulatory authority to intimidate perceived critics of this Administration and chill protected speech. That is not how a free society operates. The First Amendment protects the right of daytime and late-night programs to cover newsworthy issues and express viewpoints without government interference. I urge broadcasters and their parent networks to stand strong against these unfounded attacks and continue exercising their constitutional rights without fear or favor.”
“‘Outspoken’ has built a devoted following by tackling Arizona’s biggest political, social and cultural issues with insight, humor and a willingness to challenge conventional thinking. The expanded time slot allows the show to dig deeper into the stories shaping the state and the nation, while continuing to engage listeners and viewers through spirited conversation. The change will help position KTAR News’ marquee afternoon drive show during a pivotal election year in front of larger audiences, bringing the hosts’ signature blend of bold opinions, sharp analysis and lively debate to the heart of the drive‑time lineup. Outspoken will continue to push the conversation forward with exclusive guests and the Faceoff roundtable conversation every Wednesday.” The station also brings back “Arizona’s Evening News,” hosted by Becky Lynn and Joe Huizenga, from 6:00 pm to 7:00 pm. It will keep listeners and viewers tuned into local programming with a news program focused on in-depth conversation. Bonneville says the new program schedule reflects the end of the two-year run of The Chris & Joe Show in the 2:00 pm to 4:00 pm daypart with the departure of talk host Chris Merrill. 
Red Wrap Up” and other programs on Nebraska Educational Television. He hosted “Unsportsmanlike Conduct” on Omaha’s KOZN for 12 years. As a play-by-play announcer for FOX, he’s called more than 100 NFL games since 2020 along with college basketball, Major League Baseball, the UFL and other events. Steve Lundy has worked at some of Nebraska’s legendary radio stations, including KOIL, KKAR, and KLIN. 
If you’re on-air, it’s an important part of your job. Here’s what I see and hear working:
TALKERS magazine, the leading trade publication serving America’s professional broadcast talk radio and associated digital communities since 1990, is pleased to participate as the presenting sponsor of the forthcoming Intercollegiate Broadcasting System (IBS) conference for the second consecutive year.
advertising revenue and stabilizing total industry sales. Moreover, Borrell forecasts digital revenue will grow slightly faster this year – 9.5% versus 7.8% in 2025 – reaching $2.5 billion. According to Borrell’s study, the average station generated $511,873 in digital revenue in 2025, and the average market cluster made $2,263,431. RAB president Mike Hulvey states, “Advertisers are recognizing the digital services and products that exist as part of broadcast radio’s marketing toolbox and are taking advantage of it. Today’s marketers are digitally savvy and understand the need to meet their customers wherever they are and across radio’s platforms.”
Sports 1450” and six music brands. He joins the Tucson operations from iHeartMedia’s Spokane station group. Southwest area president Steve Earnhart states, “We’re excited to have Bill join our team in Tucson. He brings a deep understanding of how to build strong, relevant brands that connect with listeners and communities. His leadership and programming vision will continue to elevate our stations and deliver compelling content that reflects the energy, culture, and voice of Tucson.”
campaign. Running throughout February, this critical initiative coincides with the historic 100th anniversary of Black History Month. In an era where Black media faces unprecedented challenges — algorithms that actively silence Black voices, deep fakes and misinformation targeting our communities, and the actual arrest of Black journalists — WURD Radio is an independent platform that remains so due in large part to listener support.” WURD president and CEO Sara M. Lomax states, “WURD is a place for critical conversations and truth-telling. If we want to preserve Black history, we must preserve WURD. We are watching a coordinated effort to erase our history and silence our people. We cannot let that happen.”
of sales for KGO-AM, San Francisco. In her role with Connoisseur, she’ll oversee national sales efforts in Portland, San Francisco, San Jose, Palm Springs, and Anchorage. Company SVP/Western Region and San Francisco & San Jose market manager Tina Murley says, “Deidra is a powerhouse. She brings intensity, strategic vision, and an aggressive sales mindset that aligns perfectly with where Connoisseur is headed as a company. She knows how to compete, how to lead, and how to win. I’m thrilled to have her on my leadership team and excited for the impact she will make across the West Coast.” Lieberman comments, “Connoisseur’s ability to drive national revenue through great local radio is unmatched, and I am thrilled to work alongside Jeff Warshaw, market manager Tina Murley, Katz Media and all our valued clients across the country. We’re building something big, and I’m proud to help drive results at scale through local execution.”
his new role with iHeartMedia he’ll “be responsible for helping local sales teams operate efficiently by providing them with the tools, training, and best practices needed to deliver strong results and measurable value for advertisers in today’s evolving media landscape.” President of community markets John Karpinski says, “Matt brings a rare combination of experience across every level of sales leadership and enablement. His background 
in developing people, sharpening processes and driving modern revenue strategy will help us to continue to grow and elevate iHeartMedia’s commitment to drive results for advertisers. His understanding of how high-performing organizations operate will help us accelerate what’s working and raise the bar even further. We’re fired up to have him on board and excited for the impact he’s going to make across our division.” In addition, iHeartMedia appoints Wayne Jones metro president for the Texas community markets, overseeing operational sales efficiency in Beaumont, Corpus Christi, Waco, McAllen and Bryan. Jones comes to iHeartMedia from Urban One in Houston, where he served as the director of sales and business.
last 9 years. Being your voice, using my platform to speak up for you, to take on the powerful, the connected, the politicians, has been the greatest honor of my professional life. You have responded with incredible ratings and support of our advertisers that stood behind me. In the process we have formed an unbreakable bond. In the end, the show was always about us. In a battle together. I also want to thank those of you who have written letters in support of me the last 3 weeks. I was so moved by the outcry demanding this beautiful thing we’ve forged together keep going at the place we made it happen. If you want the answers why it will not occur, that’s a question for Urban One. We have some amazing things coming soon! Our bond is so much bigger than any singular platform or frequency. You have proven that in recent weeks. I can’t wait to tell you all about our new opportunities together in the near future. In the meantime, thank you for all YOU have given to me the last 9 years. Your loyalty and dedication allowed me to live out my boyhood dream. I will never be able to thank you enough.” Kendall hasn’t publicized his plans for the future but appears to be leaning toward a digital platform as he’s continuing to post Indiana and Indianapolis news via social media.
help to the entire team throughout the past year, stepping in without hesitation and taking on added responsibility. His work ethic, commitment to the station, and focus on fostering a collaborative environment have not gone unnoticed, making him the ideal candidate for this elevated role.” LaCroix, who’s been with the station since 2017 and has served as executive producer of the morning show since 2021, says, “I’m delighted to accept this role and grateful for the opportunity. I’m excited to continue working with this team and to help drive the continued growth and success of ‘The Fan.’”