SABO SEZ: They Want What You Have
By Walter Sabo
a.k.a. Walter M Sterling
Host, Sterling Every Damn Night
WPHT, Philadelphia
Sterling On Sunday, Syndicated, TMN
Dozens of brand-new audio hardware and software companies have been launched during the past 20 years. These start-ups are usually funded by venture capital money. VC money is not invested to return a profit, it’s poured in to – pour it in. Their money is “different” than the cashflow that fuels your business. Start-up money buys time to profit.
Amazon lost money its first 10 years. Spotify launched in 2008 and turned a full year profit for the first time – last year.
MOST venture-backed start-ups do not make it to profit, they close.
With virtually unlimited funds and no deadlines, what are the strategic markers for success of most fresh, new audio businesses? Having performed due diligence for many start-ups, this is an informed summary of their goals:
— Significant distribution of the product.
— Robust, broad-appeal content offerings
— Proven metrics for securing advertising dollars
— Positive cultural impact
— Embraced by late-stage adopters
— Advertiser credibility
Hold radio to the above checklist. 92% of the population has a radio – more households than own a TV. Radio’s distribution is elegant, wireless, and free. Streaming? Yes, radio has streamed to the car since 1938. How’s UCONNECT or APPLE PLAY working in your KIA? Buffering now? Bluetooth pairing? At-home streams cost about $1,000 for a computer, $100 a month for WiFi, $150 for software upgrades and repairs. Radio distribution: turn it “ON.” No startup audio service will match radio’s distribution system.
Mature means predictable. Content offerings on radio are understood, accepted, and quickly adjusted if not appealing. Audio start-ups are rarely run by execs with audio entertainment experience. Their execs tend to be recruited from two groups: techs and discoverers. Techs because somebody has to make it work. Discoverers because you would be shocked at how many audio newcomers were funded on the wacky premise that AM/FM fails to see how badly Americans want to hear brand new music! Lurking among workers within the streaming and satellite communities is the harsh prejudice that pros with actual radio experience are satanic dinosaurs.
Most start-ups flirt with doing good for the country, ie; positive messaging, lots of jazz or world music. AM/FM has hardcore positive impact witnessed by the fact that most public radio stations enjoy ratings dominance. No other medium – none – raises more money for community charities than AM/FM.
Driving a new product past the innovators, early adopters, early majority to late majority is the path to success in any industry. AM/FM reached late majority when Bing Crosby had his own show. How’s mom doing with Spotify?
Advertiser credibility: Procter & Gamble returned to radio in the early 2000s. Last year P&G landed near the top of radio advertisers. Procter has no sense of humor or time for nonsense. If P&G buys a lot of radio, end of story. Again.
Not legacy media. Proven media.
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.




together hosted the “Dave & Dujanovic” show. Dr. Holly Richardson is a former state legislator who currently serves as editor of Utah Policy and a columnist for the Deseret News. Greg Skordas is a defense attorney, former prosecutor, and former candidate for Utah Attorney General. Bonneville president and COO Tanya Vea says, “This reflects our commitment to provide Utahns with smart, solution-oriented news and analysis. Greg and Holly bring a rare depth of expertise, perspective, and connection to our community, and we’re thrilled to welcome them to the KSL NewsRadio lineup.” KSL program director Kevin Larue adds, “Our evolving lineup reflects what KSL NewsRadio stands for—credible voices, engaging conversations, and a deep connection to the community. No matter the topic or the time of day, our listeners know we have them covered.”


podcasting. Captivating audio entries from storytellers around the world engaged listeners and earned top honors from the 2025 Radio Awards Grand Jury. Winning entries from 26 countries span podcasts and audiobooks, entertainment and music specials, dramas, documentaries, and breaking news coverage all created by some of the world’s most respected audio content creators.” Winners of note include CBC/Radio-Canada taking home the Broadcaster of the Year honor with the following organizations being recognized: NPR, Gold Tower Award, Culture & The Arts; BBC, Gold Tower Award, Drama Special; Bloomberg Podcasts, Gold Tower Award, Business Podcast; CBC/NPR, Gold Tower Award, Sports Podcast, Audacy, Gold Tower Award, Narrative/Documentary; NZME/iHeartRadio, Gold Tower Award, Investigative Journalism Podcast; and more. 


generator backup. About 35 minutes later the tornado moved through the city. It took Hammer about 90 minutes to go three miles through downed tress and power lines to get to the FM transmitter site and get it back on the air. Audacy SVP and market manager Becky Domyan says, “I want to give a huge shout-out to the entire team at KMOX for outstanding, minute-by-minute coverage on the storms. I can’t reiterate how much this information was life-saving, and big kudos to news brand manager Beth Coghlan for leading her team through this calmly and accurately.” Domyan adds, “I actually was driving on Mason Road near Lindbergh when it hit, and I have driven through storms many times. For the first time in my life, in this situation, I was terrified. At that moment, I tuned into KMOX to get an idea of where the storm was, so I knew what I needed to do to be safe. In times like this, we are there to provide information that truly saves lives. I couldn’t be prouder of everyone on our team.”



traffic news, drivers turn to local radio over social media or phone apps. The study asked drivers about their use of their infotainment system use and 69% said they use it for first for controlling audio content; 68% said navigation was their primary use, and 66% said they use it first for making phone calls. Audacy adds, “Today’s drivers – especially the tech-savvy ones – expect their Audio to follow them everywhere. Whether they’re finishing a podcast from the office to the car or switching from music on the road to the gym, they want their content to move with them. Nearly all AI intenders (93%) say seamless podcast listening is a must, and 73% say the same about radio.” 
regulatory burdens. We received great feedback from a range of stakeholders already and plan on eliminating onerous, antiquated, and unlawful requirements across the board.” Carr added, “And we have been delivering these results with a focus on efficiency. At the beginning of Fiscal Year 2025, the FCC employed 1,461 full-time employees. As of April 28, 2025, the FCC employed 1,383 full-time employees. The difference over the last six months can be attributed to many factors, including FCC employees who took advantage of the early retirement window opened by my predecessor, the deferred resignation program offered by President Trump, and natural turnover. The agency is well positioned to continue carrying out its statutory mission for the remainder of Fiscal Year 2025 and beyond.”
The Storm,” “Girl, How’d You Get That Gig?” hosted by Amy Gutierrez and Celeste Gehring, and Rod Brooks’ “Quality Hang with Rod Brooks & Friends” debut on Friday (5/23). Jeremiah Crowe says, “After launching Bay Area Sports Collective in early March, it became apparent there were other hosts who wanted to join our team. We are proud to expand our growing podcast network with additional hosts the local Bay Area sports fans know and trust. The future looks bright for the collective and our fans.”
hasn’t committed to the run by opening a campaign account but confirms to the paper he’s seriously considering challenging incumbent Sabina Matos. The story notes that Matos’ 2023 run for congress was marred by a “signature-collecting scandal that led to a campaign worker being charged with a felony.” Bartholomew is the producer and sometimes fill-in host for WPRO’s “Dan Yorke Show.” 
NPR’s “NPR News Now” and “Up First” remain in the #1 and #2 positions, respectively. Other radio-related podcasts of note include Salem Podcast Network’s “The Charlie Kirk Show” steady at #6, Cumulus Podcast Network’s “VINCE” falling five places to #8 and iHeartRadio’s “The Clay Travis and Buck Sexton Show” dipping one place to #14. 



Lou Information Station.” The station’s new lineup includes: “IN YOUR CITY Show” with Kelley Lamm and Gordon Montgomery; “Hot Take Central” with Jim Hayes& Cam Janssen; “Sounds of STL” with Tony Patrico; the nationally syndicated program “The Ramsey Show” and more. Big Toe Media says the station will be “a dynamic new content platform designed to deliver fresh, relevant, and engaging daily programming focused on the news, sports, culture, and conversations that matter to most of the St. Louis community. The press release adds that “The Lou Information Station” is a “modern media platform built for how St. Louis consumes content in 2025 with live and on-demand shows via YouTube, Apple Podcasts, Spotify, and all major podcast platforms.”


manager at KKLA-FM, market manager for Los Angeles, and regional vice president overseeing major markets such as Seattle, Sacramento, San Francisco, Oxnard, San Diego, and most recently, Honolulu. Salem Media Group CEO David Santrella comments, “Terry’s vision, integrity, and deep commitment to Salem’s mission have left a lasting mark on everyone who has had the privilege to work with him. His contributions extend beyond radio programming into building meaningful community experiences and nurturing strong leadership in our teams.” Fahy reflects, “I am grateful for the opportunities and support Salem’s leadership has afforded me to make a spiritual impact in Southern California and other West Coast markets. I also treasure the talented and hard-working broadcast and media professionals I have had the privilege to work alongside. I am proud of what we accomplished, not only on air but also with our community events. Many people hope to look back on their careers with a sense of purpose and accomplishment. By God’s grace that has been my experience and privilege at Salem.”
keeps its place at the top of the chart, above a host of U.K.-produced podcasts. Edison notes that on this edition of its chart, the U.S.-based true crime podcast “Rotten Mango” breaks into the Top 25 for the first time, mirroring the show’s ascent in the U.S. chart. Host Stephanie Soo currently is providing daily updates from inside the courtroom at the high-profile Sean “Diddy” Combs trial in New York.
In a ruling that should catch the attention of every talk host and media creator dabbling in AI, a Georgia court has dismissed “Armed American Radio” syndicated host Mark Walters’ defamation lawsuit against OpenAI. The case revolved around a disturbing but increasingly common glitch: a chatbot “hallucinating” canonically false but believable information.
launched his first optometry clinic in 1991. Since then, he’s built his businesses on the power of radio advertising and has long championed the value of local broadcast radio.” Dr. Zoellner states, “We’re thrilled to welcome these incredible radio stations into the Zoellner Media Group family. Radio has played a crucial role in my business success, and I have always been passionate about its ability to connect communities and drive meaningful engagement. This acquisition allows us to build upon a legacy of excellence while fostering innovation across broadcast and digital platforms. I couldn’t be more excited to get started.” Tapped to manage the station group as president and general manager is Steve Hunter, who served for 22 years as director of operations at Cox Media Group Tulsa and seven years with Griffin Media. The transaction is subject to FCC approval and is expected to close early in the second half of 2025.

ad-supported media campaign. Among the findings is that in order to ensure that digital audio buys are effective, marketers should commit news/talk and sports stations because they represent 28% of all 25-54 AM/FM radio streaming audiences. Among 25-54s, spoken-word formats have a massive 28% streaming share, 2.4 times larger than the overall spoken word share of 12%. The news/talk format has a 6.7% share of total AM/FM radio listening. The streaming share for news/talk is 15.4% — more than double its total share. The sports format has a 12.5 share of the streaming audience, 2.5 times bigger than its overall 5 share. Further, the data indicates that for the 18-34 demographic, sports and news/talk streaming is a combined 19.6% share.
“Brad vs. Everyone” is joining iHeartPodcasts. Polumbo’s podcast featured him covering “the most interesting and entertaining stories in politics and on the internet from a center-right, independent perspective.” He comments, “I’m thrilled to launch this partnership with Premiere Networks and iHeartPodcasts, and to work with their fantastic team to bring ‘Brad vs. Everyone’ to new audiences. It’s an honor to join a network with incredible talent and massive reach, and I look forward to the podcast reaching new heights!”

signals including WQKR, WAMG, WCOR, WRMX, WSM-AM, WSM-FM, WZPC – Power Country 102.9, WFCM / Moody Radio, WJKM, and more. He also served with Cumulus and as chief engineer for 5 Star Radio in Clarksville. During his time with WSM-AM, he also served as an announcer for the Grand Ole Opry. Randall managed and operated WJKM for five years and served as chief engineer for Cromwell Radio (now Cromwell Media) for over 20 years, overseeing engineering for ten stations in the greater Nashville area. Randall’s son, Matt Aaron, serves as a broadcast engineer for Ramsey Solutions.
and executives and increases awareness of the Broadcasters Foundation charitable mission. This event will be co-hosted by Angela Yee, BFOA Ambassador and nationally syndicated host of “Way Up with Angela Yee.” Also hosting will be Pedro Rivera, reporter and anchor for ABC7’s Eyewitness News. Closing out the night will be Long Island singer-songwriter Camryn Quinlan. BFoA president Tim McCarthy says, “We are thrilled that there has been such an overwhelmingly positive response to our Media Mixers. During today’s dramatic changes in the media landscape, more broadcast professionals – entry, junior, and senior levels – want to get together to exchange experiences and brainstorm for the future.”
TALKERS publisher Michael Harrison introduced the term in the 1990s, inviting us to think-beyond the real-time audio we were sending up those towers. What he described seemed conceptual, even futuristic, back then, when we were still logging-onto AOL via dial-up (screech).
1940s, when broadcast dominated mass communications in the U.S. Since then, the media marketplace has changed drastically – from widespread deployment of cable and satellite television networks to the rise of social media, podcasts, and streaming. Local broadcasters compete directly with Big Tech, streaming services, and social media platforms in the marketplace of consumer content. Yet, unlike their competitors such as YouTube and Facebook, broadcasters are limited by the ownership rules in how many households and consumers they can reach. This is an inherent disadvantage.” The letter adds, “By eliminating the national television cap, local TV duopoly restrictions, and local radio ownership caps, broadcasters can better achieve the scale and efficiencies necessary to compete – and to attract vital investment – in a fragmented and rapidly evolving information market.”
floated debilitating rate regulation schemes that target national network broadcasters for their newsrooms’ editorial decisions, harassed private companies for their Diversity, Equity, and Inclusion efforts, and threatened tech companies that respond to consumer demands for content moderation and fact-checking. Separately, they have attempted to shutter Voice of America and sought retribution against lawful residents that protest Administration policies.” She cited two occasions where presidents – FDR in 1939, and John F. Kennedy in the early 1960s – asked their FCC Chairs to shut down media outlets critical of their policies and those FCC Chairmen boldly refused.
distributed over 30 podcasts with Bloomberg Media that offer critical news alongside compelling storytelling across the world of business and finance. We are thrilled to continue our partnership to develop, distribute and monetize this impressive lineup and grow our audience worldwide. With an impressive lineup of upcoming shows in the pipeline, our renewed partnership will continue to leverage iHeart’s massive audience reach to expand upon Bloomberg’s community of listeners and provide them with engaging content across the current economic landscape.”