SABO SEZ: Surprise Sells
By Walter Sabo
A.K.A. Walter M Sterling, Host
Sterling Every Damn Night, WPHT, Philadelphia
Sterling On Sunday, TMN
PPM meter measurement accurately reflects how most people listen to the radio. When a station is engaging, they leave the station on. When they are bored, they change the station. Station surfing can happen dozens of times an hour. The diary could not measure typical listener behavior. Diaries were a reflection of recall. No listener, driving at 70 MPH pulled over to write down station changes, they just guessed at their recalled radio behaviors and wrote them down.
The biggest flaw or fraud of both diary and PPM data editing was corrected this week by Nielsen.
• Nielsen/Arbitron has measured radio listening in 15-minute intervals, AQH, since the 1920s.
• The change to three minutes is intended to reflect changing listening habits and attention spans.
• The change is expected to benefit advertisers by increasing the number of people tallied who hear their ads.
• The change is also expected to benefit stations by increasing the number of quarter-hours they receive credit for.
Good news, it’s working. In an analysis of the first week of the new editing technique, ACs and adult music FMs have seen increases in AQH as high a 40%.
• Talk shows have enjoyed jumps of 25-31%
• The new editing strategy amplifies the inherent nature of the Meter: More topics the better. More change, the better.
A serious burden dumped on talk radio was the distorted edict that format consistency is essential to success. It is. And that’s exactly what it means FORMATICS, NOT TOPICS.
“Formatics” cover station ID, branding elements, promo production, audio processing, phone number pitch, service element placement. BUT NOT THE SAME DAMN TOPIC ALL DAY.
The same topic all day is why stations that once had double digit shares, are selling off transmitter land to keep bond holders at bay.
People in social situations who only talk about one thing quickly lose friend and are considered bores. Sure, a few people hang around them all day, but new friends are rare. Do you see similarities to the belief that TALK is high AQH but low cume? Low cume is a bad, unstable business. The new Nielsen editing rewards with higher AQH but only if content delivers constant surprises.
Consultant Walter Sabo a.k.a. Walter M Sterling has a nightly show “Sterling Every Damn Night” heard on WPHT, Philadelphia 10:00 pm – 1:00 am. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs Sundays 10:00 pm – 1:00 am ET, and is now in its 10th year of success. He can be reached by email at waltermsterling@gmail.com or Sabowalter@gmail.com. Meet Walter Sabo at GENERATIONS 2025 in NYC on March 8.
iHeartMedia announced today (2/6) that longtime executive Bobbie Loesch has been named market president for Pittsburgh, effective immediately. The company is home to six iconic stations with a powerful cross-platform presence delivering a diverse range of music, talk, and news formats. As market president, Loesch will oversee all aspects of operations in Pittsburgh, including sales, promotions and programming. She will report to D.J. Hodge, division president for iHeartMedia. Hodge tells TALKERS, “Bobbie has been an instrumental and driving force behind the success of our Pittsburgh cluster for over 20 years, and her leadership and vision make her the perfect fit to lead the team into the future.” Loesch joined iHeartMedia Pittsburgh in April 2004 as an account executive. She was promoted to VP of sales in 2012, and most recently served as a SVP of sales for seven years. She began her career as an AE for Townsquare Media from 1998-2004 and is a graduate of Liberty University. “I am genuinely honored to be appointed to this role and deeply appreciate the trust placed in me to lead this exceptionally talented team. My colleagues, our partners and our audiences are the cornerstone of our success,” said Loesch. “I am excited to build on our achievements and further elevate our dominance in the market, and I’m eager to continue to help brands harness the unmatched reach, scale and efficiency that only iHeart can deliver.”
Edison Research announces the Top 50 Podcasts in the U.S. based on reach for Q4 2024 among weekly podcast listeners age 13+. The list ranks podcasts based on total audience reach from 
Since then, he has solidified his position as a major radio host with notable audience share growth on flagship 77WABC in New York (41% year-over-year) and impressive weekly TSL of 1 hour and 15 minutes*. “I am looking forward to connecting every day with listeners in markets all across the U.S.,” Golden tells TALKERS. “During The Rush Hour, we take a look at events that occurred during the day, but we also take a break and have a little fun, too.” “James has attracted a loyal audience that continues to grow,” stated John Catsimatidis, owner of Red Apple Media, Red Apple Audio Networks, and 77WABC Radio. “Many of his listeners remember him from the Rush Limbaugh days, but the audience growth he is experiencing is solely on his own talent. His insights on politics, combined with his love for talk radio, has made him a phenomenal success.” In addition to “The Rush Hour,” Golden hosts a three-hour syndicated Saturday morning program, “The James Golden Show,” which launched into syndication last June. The show has amassed more than 30 affiliates, including five in the Top 50 DMAs. Both programs originate from the Red Apple Audio Networks flagship station, 77WABC Radio in New York. For information on any of Red Apple Audio Networks’ syndicated shows, stations may visit 
The intersection of copyright and fair use remains a gray area for media creators, especially in music. Two cases – Pop Smoke’s use of an interview clip in “
To say that I am excited about the forthcoming Intercollegiate Broadcasting System (IBS) conference coming up in New York City on Friday March 7 and Saturday March 8 is an understatement. I am proud that TALKERS has taken on the role of “presenting sponsor” of the entire event and that this year’s iteration of the annual “TALKERS” conference will be taking a unique and groundbreaking turn toward the future of radio-oriented broadcasting within the context of the industry’s leading youth-oriented gathering.
If professional radio is truly concerned about an aging audience and a deteriorating “farm system” from which to recruit new talent, it’s time to connect with the largest concentration of young broadcasters and listeners found on the planet in America’s dynamic campus radio station and communications department scene.
WGN AM 720, Chicago today (2/5) announced a multi-year extension with morning show host Bob Sirott who is heard 6:00 am to 10:00 am weekdays. “Management has given me a terrific on-air and behind-the-scenes team, plus freedom to do whatever I want,” Sirott tells TALKERS. “That’s why waking up at 4:30 am is fun now. Actually…that last line is a lie.” Sirott has been the station’s morning drive host since 2020. The station reports, listeners can expect to hear hyper-local stories along with news and conversations related to health, tech, business, travel, entertainment, lifestyle, and where to find the best Chicago-style hot dog. “Bob’s work ethic, focus and character is the stuff of legends in the broadcast industry,” said WGN Radio vice president and general manager Mary Sandberg Boyle. “He’s an excellent communicator and continues to strategically engage and connect with the WGN Radio audience daily. Bob is one of the best in the business and we’re proud to have him as part of the WGN Radio team.” Generations of Midwesterners have grown up with lifelong Chicagoan Bob Sirott whose acclaimed broadcast career spans five decades as a radio host, DJ and television news anchor. Sirott is a national Emmy award-winning journalist who received a 2022 Dante Award from the Joint Civic Committee of Italian Americans and a 2022 Silver Dome Award from the Illinois Broadcasters Association.
Cumulus Media today (2/5) announced the promotion of Yancy McNair to senior vice president of engineering, effective April 1. McNair will oversee Engineering, Telecom, Real Estate, and Purchasing for the company, and will report to chief financial officer, Frank Lopez-Balboa. McNair, a 21-year veteran of Cumulus Media, rises from his role as VP of technical operations. He assumes leadership responsibilities from Conrad Trautmann, chief technology officer, who will retire at the end of March 2025 after a successful 25-year career with Cumulus Media.
Louisville Public Media (LPM) has announced (2/4) that it is launching a new talk show, “On Track” – a new three-day-a-week, 30-minute interview-based show, on February 10. “On Track” will air Monday-Wednesday at 6:00 pm on WFPL, Louisville between “All Things Considered” and “Marketplace,” two of NPR’s flagship national news programs during core listening hours. It will also be available as an on-demand podcast. The interview-driven show is set to dive into the issues shaping Louisville and Southern Indiana. LPM sources tell TALKERS, “In an effort to amplify and deepen the conversation around the biggest topics in our community, the show will connect with public officials, community leaders and everyday people about the challenges and triumphs happening in Louisville and Southern Indiana. It will work to keep the civic conversation ‘on track.’ Its host, veteran broadcast journalist Ayisha Jafer will explore topics with people from across our diverse community that challenge the traditional sound of public media. Scheduled topics include: the state of downtown Louisville, the loneliness epidemic, business development and its impact on neighborhoods, finding love in Louisville, how the pronunciation of Louisville came to be and more.” With the addition of “On Track” to WFPL’s on-air schedule, some programs will shift. “Marketplace” will now air Monday-Friday at 6:30 pm. “Today Explained” will move to Thursday and Friday at 6:00 pm.
pm on Saturday, March 8 in the heart of the iconic IBS gathering. It will feature an array of six sessions with 16+ luminary industry speakers (to be named shortly) including a keynote address, fireside chat, and four panel discussions that will tackle such topics as “Launching and Managing a Career in a Changing Media Industry,” “Old School, New School, Next School: Learning from Each Other,” “Radio’s Place in a Digital World,” “Finding and Delivering Truth in an Age of Misinformation,” and much more. TALKERS will also serve as the Presenting Sponsor of the entire IBSNYC 2025 event.
A series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. Each month, Advertiser Perceptions, a leader in providing research-based strategic market intelligence for the advertising and ad tech industries, surveys 300 executives involved in media brand selection decisions who will spend a minimum of 1 million dollars in ad spend over the next 12 months. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the key findings, examining the outlook national marketers have on the economy:
As the excitement builds for Super Bowl LIX, Audacy has positioned itself to be the “go-to audio home” for football fans nationwide. With flagship stations 96.5 The Fan (KFNZ-FM) in Kansas City and Sports Radio 94WIP (WIP-FM) in Philadelphia, the company is set to provide fans with in-depth analysis, exclusive interviews, and live play-by-play coverage of the big game on February 9. Additionally, six Audacy sports stations and Audacy’s newly launched BetMGM Network will broadcast live from the radio row, to provide listeners the latest updates, expert insights, and exclusive interviews throughout Super Bowl week. And with Westwood One’s national broadcast on 20 Audacy sports stations, the plan is for fans across the country not to miss a moment. Audacy tells TALKERS, “Whether on the air or on the free Audacy app, listeners can tune in for every snap, every score, and every story leading up to and following Super Bowl LIX.” Please click 
local show was set to be a celebration of the station’s 34th anniversary – marking the day that Zwerling took ownership of the 10k flame thrower at 1080 AM and launched its news/talk format back on February 1, 1991. Zwerling was taking calls from listeners offering congratulations and sharing memories of the station over the years. One of KSCO’s regular callers, “Dave,” took a different course and went off on a political tirade that triggered an emotionally charged negative response from Zwerling resulting in one of the most dramatic live “meltdowns” captured on-air in recent memory. Zwerling’s co-host Amy Hoa had to calm Zwerling down telling him that his blood pressure was rising to a dangerous level. The listener, who was obviously a regular caller to the station was forever banned from appearing on the station again. Warning, the clip contains salty language that might be offensive to some. 
12 years with the station. A report in The Chattanoogan says that Joyce, who hosted the late morning “Brian Joyce Unfiltered” program, “parted ways” with the station last week. Joyce joined WGOW in 2012 and became part of the morning drive show in 2018, alongside Jim Reynolds and Kevin West. In 2023, Cumulus retooled the morning show bringing Jed Mescon aboard to co-host with Reynolds and Joyce moved to the late morning slot. 
from 4:00 pm to 6:00 pm. In 2022, the Lutzes moved to the 2:00 pm to 4:00 pm slot to better accommodate their schedules. Bob Lutz is the founder and executive director of the League 42 baseball league that serves inner city and low-income youths, and Jeff Lutz is a full-time digital producer at KWCH-TV, Wichita. In late 2024, KFH notified the duo that it wanted to move the syndicated Jim Rome show into their time slot and move them to the 5:00 pm to 7:00 pm slot. The two tried to produce the show earlier in the day to air at 5:00 but Bob Lutz tells the Eagle that not speaking live with callers took the fun out of the show. 
The final opportunity to submit entries for the milestone 
Bonneville Phoenix announced 1/30 that longtime employee Erin Maloney has been named program director at Arizona Sports 98.7 (KMVP-FM) and ESPN 620 (KTAR-AM). “From starting as an intern in 2012 and growing into leadership roles throughout her career, no one is more passionate about our sports brands than Erin,” said Bonneville Phoenix SVP/MM Ryan Hatch. “She is so well respected by everyone in the market, and we are very excited for her to take this next step.” “I’m truly honored to step into the role of program director of Arizona Sports,” said Maloney.
“Working alongside the best in the business is not just a privilege, it’s a dream come true. I look forward to leading an exceptional team of talented individuals who consistently set the standard for excellence in the industry and taking Arizona Sports to new heights.” Maloney most recently served as APD and will replace programming veteran Brian Long who recently returned to Southern California to be with his family and program iHeart’s KFI AM 640, as well as KLAC-AM and KEIB-AM. Arizona Sports is the flagship station for the Arizona Cardinals, Phoenix Suns, Arizona Diamondbacks and Arizona State University football and basketball.
SmileyAudioMedia, Inc. announced today (1/31) that its flagship Los Angeles-based radio station, KBLA Talk 1580, will launch year two of its Climate Justice work. This $2 million, 12-month campaign will link and combat the relationship between climate change and poor health outcomes for African Americans, other people of color, and the poor. The campaign was recently named a national semifinalist for the American Climate Leadership Awards 2025 by ecoAmerica. Climate inequities have taken a toll with multiple health triggers in the Black community, such as extreme heat and poor air quality, made worse by the recent wildfires.