Sabo Sez: Promoting Doom
By Walter Sabo
a.k.a. Walter M Sterling
Host, Sterling Every Damn Night
WPHT, Philadelphia
Sterling On Sunday, Syndicated, TMN
During my tenure at NBC, once a month the division heads would meet at the behest of the CEO to report on their progress and trends in their sector. As the executive vice president of the FM division, I took a seat in that formidable group and tried to keep my remarks as brief as possible. What could I possibly say that would be more damn important than the words of the president of NBC News or the NBC Television network? In addition to NBC’s CEO, the CEO of owner RCA would often join the fun.
Cable TV was flourishing, and CNN had just launched. I was at least 15 years younger than everyone in that meeting and had a different perspective on cable. Therefore, I was shocked by this exchange:
The CEO asked the president of NBC News what he thought of CNN. The President of NEWS said these exact words:
“It might do well for breaking news but otherwise it will not take the place of our news.”
Next on the staff meeting agenda was a discussion of HBO. Should NBC run spots for HBO? Again, the group did not think HBO would be much of a factor on the entertainment menu. They agreed to run the spots promoting HBO. Yes, I objected but lost.
In its first three decades, CNN was a serious factor for news, ratings, and revenue. CNN brilliantly made partnership deals with local TV stations to exchange stories and carriage. Independent TV stations could tap CNN feeds for breaking news coverage. Those deals, requiring no cable, established CNN at viewer level in every city.
HBO last year won more Emmys than NBC, CBS, ABC and FOX combined. In fact only one Emmy went to a traditional network last year: “Abbott Elementary,” ABC.
Radio’s inherent advantage over all other mass media is its distribution system. Elegant and free, it just works! A decision was made about 10 years ago by many radio companies to use radio’s power, clout, and credibility to promote podcasts. Podcasts… hard to find, hard to hear, and requiring expensive equipment that suffers from buffering now. The hidden reason for the podcast push is that Wall Street doesn’t love legacy media. They like new things even if the new thing is deeply flawed. When needing money or liquidation, legacy media companies proudly point to their listening STREAMS.
Commercial broadcasters have proven to be not so great at podcasting. Of course not. It’s a different medium: On-demand audio that can be paused and reviewed. Radio DJs and talk hosts were never trained or attracted to audio creation that is blind to time of day and repeated. It’s different. Why promote it? It’s like NBC promoting HBO.
The good news? Wall Street is realizing the proven appeal of legacy media: The George Soros Funds invested in Audacy. Apollo Advisors, the first-in money for Sirius, now owns Cox Broadcasting. Time to stop throwing our time spent listening and creative energy at podcasts that price their audience lower than legacy media. Bad business.
The wise way to benefit from the podcast revenue opportunity is to buy what works. Acquire existing, successful podcasts and aggregators.
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
solution that brings both sides together for progress and unity. Patterson and Flippin battle the political, social, and economic differences, ultimately landing on common sense and the truth in every situation.” Red Apple owner John Catsimatidis says, “I have known David for many years. He is a common-sense politician, with the ability to make insightful observations about national and local politics. David represents the Democratic perspective with a level-head and a focus on finding the common ground that unites us and moves us forward. Our listeners already know David. His entrée as a regularly scheduled co-host of ‘Left vs. Right’ will be a welcome addition to our listeners.” Patterson says, “I am thrilled to be a part of the permanent WABC Radio lineup and to represent the left side of things. As Americans, we have more in common than we might realize. With common sense, we can come together as Americans and New Yorkers and solve our problems. I’m looking forward to working with James and helping to bring New Yorkers together.”
Day the Music Died, that involves pirates hijacking 100 radio stations in five major U.S. cities and follows one company’s story over the course of 24 hours. Orchard was raised in a radio family that owned and operated stations in the 1980s and 1990s. Her family later launched a consulting business that conducted mock FCC inspections and she says the idea for her novel was born from those experiences. 
the team to develop, sell and service local business. The position is responsible for delivering assigned revenue targets through managing sales team efforts, developing sales talent and monthly business planning. The GSM develops relationships with businesses, engages with networks such as chambers, business alliances etc. to uncover opportunities within the local market. The GSM will maintain an account list while helping the sales team sell and develop cohesive campaigns for new direct businesses. 
radio stations) Q4 2024 revenue was $684 million, flat compared to Q4 of 2023. The company’s Digital Audio Group Q4 2024 revenue was $339 million, an increase of 7%. Withing the Digital Audio Group, podcast revenue was $140 million, an increase of 6%. For the fourth quarter of 2024, the company reports net income of $31.9 
million. For the full year of 2024, it reports a net loss of $1 billion. iHeartMedia chairman and CEO Bob Pittman states, “Our fourth quarter Adjusted EBITDA of $246 million was up 18.2% vs. prior year, our highest percentage increase in almost three years, and our consolidated revenues were up 4.8% compared to the prior year, demonstrating the inherent operating leverage in this business. We are pleased that we successfully completed the comprehensive exchange transaction discussed last quarter – extending the majority of our debt maturities by three years; keeping our consolidated annual cash interest expense essentially flat; and providing overall debt reduction. This provides the company with the flexibility to remain focused on creating shareholder value in 2025 and beyond.”
Coleman has been a fixture in Richmond sports talk for more than 30 years on numerous stations in the market. He began his working life as a stockbroker but caught the sports talk bug in the 1990s. He says, “Everybody to a person said to me, ‘Don’t quit your day job. You can’t do a sports talk show in Richmond, Virginia, five days a week. It ain’t gonna work…’ It worked. It worked.” He laments that the business isn’t what it was back in the day, “There’s not the same camaraderie. It’s not the same fun that it used to be.” But he adds, “It’s still fun; I still like doing the show. But it’s just time for me to go.” 
impairment charge of $224.5 million compared to a pre-tax non-cash impairment of $65.3 million in 2023, both primarily reflecting FCC-related charges.” Cumulus president and CEO Mary G. Berner states, “Since the pandemic’s onset, the radio industry has experienced tough economic and secular headwinds. In the face of those, we outperformed our peers through the end of 2023 on key metrics including cost takeouts, EBITDA 
margin recovery, free cash flow generation, net leverage, and liquidity. 2024 brought additional challenges, including accelerated national headwinds as well as an industry-wide slowdown in local radio advertising. In response, we doubled down on investing in growth areas, particularly in our digital marketing services business, which is pacing up 30% in Q1. Additionally, we continued evolving our broadcast go-to-market strategies, including with new offerings that are successfully attracting large new broadcast clients, and we drove additional cost efficiencies with 2024 actions that will result in $43 million of annualized fixed cost savings, of which $15 million benefited 2024 with the balance in 2025. Though the industry environment remains challenging for now, our 2024 refinancing efforts provided us with the time needed to both execute our day-to-day blocking and tackling and, in parallel, continue to reimagine the ways in which we can get the most out of our key assets to create new revenue streams and build additional long-term value.”
will air on SiriusXM’s Stars channel from 8:00 am to 10:00 am. SiriusXM president and chief content officer Scott Greenstein comments, “Page Six has been a powerhouse for all celebrity news for nearly half a century, and by teaming up with our in-house experts here at SiriusXM, this new show is sure to be the ultimate destination for pop culture fans. With the launch of ‘Page Six Radio,’ we are transforming the publication’s stories to a dynamic new format that will expand its reach and resonate with SiriusXM listeners who turn to the platform for all the latest entertainment news.”
says, “Governor Newsom is going solo and diving into the real issues that matter – government, politics, affordability, quality of life, and the cultural moments shaping our world. No spin, no script, just real talk about what impacts listeners most.” 
should have the right to handpick the journalists who cover them. Doing so gives them license to select only news outlets whose coverage they deem positive and exclude responsible journalists whose reporting, although fair and accurate, the administration may not like. We call on the Trump administration to reverse this decision without delay so that the American people, and the world, can be assured they are getting a complete and accurate account of the activities of the President of the United States. This is especially critical during times of crisis.”
York Yankees baseball broadcasts. Berbari, in his third year with the station, will continue to serve as a fill-in play-by-play announcer. Audacy New York market president Chris Oliviero says, “We are excited to have Emmanuel take on an expanded role as the postgame show host for WFAN’s Yankees broadcasts. Emmanuel has been a terrific contributor to our team coverage the last few seasons and his passion for the game makes him a perfect fit to wrap up each game for the fans of the Bronx Bombers.”
discussion that will include experts educating New Jersey residents about how to identify threats and what to do when one’s personal safety is in jeopardy. The program will also expose the growing threat posed to children who are increasingly being groomed and recruited by extremists online. He says, “Law enforcement is increasingly concerned about both foreign and domestic threats. But the rate at which extremists are targeting our children is particularly alarming.” On-air guests will include: Carl Priddy, acting assistant special agent in charge of counterterrorism for the Newark FBI office; Laurie R. Doran, director of the New Jersey Office of Homeland Security and Preparedness; Adam McMahon, assistant professor of political science at Rider University; and John Pizzuro, CEO of Raven and former commander of the New Jersey State Police Internet Crimes Against Children Task Force.
streamed live on Rumble, and soon on both YouTube and X. Root tells TALKERS, “I’m thrilled to announce I’m now part of ‘Untamed Nation’ two hours a day. This gives my fans a daily choice – they can listen to my talk show on the radio, or they can watch both hours streamed as a podcast. Untamed is quite a unique platform. Untamed cuts through the noise and brings the truth to light. We are bold, empowering, and disruptive. No filters, no fear. Just raw untamed truth. It’s the perfect platform for ‘the loudest MAGA mouth in the world.’”
tapings and discussions aimed at aspiring podcasters in the Black community. He says, “We’re excited to return to Atlanta, building on the incredible momentum of the podcast industry and the growing impact of Black creators in the space. As the influence of Black voices continues to shape culture and drive conversations, The Black Effect remains committed to powerful storytelling, meaningful brand collaborations and unforgettable live experiences. This year, we’re celebrating not just where we’ve been – we’re embracing the limitless future of Black podcasting and the influence it holds.”
provides Townsquare with a five-year, $470 million senior secured term loan facility and a five-year, $20 million senior secured revolving credit facility. Townsquare used $453 million of net proceeds from the Senior Secured Credit Facility plus cash on hand to redeem the outstanding 6.875% senior secured notes due 2026. Both the term loan and the credit revolver mature on February 19 of 2030.
a state-of-the-art podcast studio in Qatar, accompanied by a lineup of original shows and the introduction of some of the world’s most popular podcasts to Arabic-listening audiences. It will also execute specialized masterclasses to nurture local talent and host global industry events, including Web Summit gatherings, positioning Qatar as a meeting point for the world’s top podcasting voices. iHeartMedia CEO Bob Pittman comments, “Podcasting has exploded in the US and is now a mass-reach medium. And iHeartMedia, with our expansive network as the #1 podcaster in America, is in a unique position to grow strong listenership around the globe. iHeartPodcasts features a massive catalog of original shows spanning every category and this new partnership creates an opportunity to work with a long roster of incredible creators and distribute even more content to new audiences in the Middle East.”
news/talk WWNC-AM, sports talk WPEK-AM “ESPN Asheville,” plus five music brands. She says, “I couldn’t be more thankful for the mentorship and support I’ve received throughout my career at iHeart, which has brought me to this exciting opportunity. Working alongside such talented colleagues in this beautiful, resilient mountain town is a true privilege. I look forward to continuing to grow with iHeartMedia and helping our amazing clients succeed with the best strategies in the business.”
AM in Louisville and 51 other stations around Kentucky. iHeartMedia Kentucky/Memphis area president Kristy Beebe states, “We are incredibly excited to extend our partnership with Matt Jones and ‘Kentucky Sports Radio.’ Matt’s unique insights and engaging style have made him a beloved figure in the sports community, and we are proud to continue bringing his show to our dedicated audience. This renewal underscores our commitment to delivering top-notch sports content and maintaining our position as the leading audio company in the region.”
Larkin leads Audacy’s portfolio of markets, revenue and content teams, overseeing the company’s extensive audio platform, which includes broadcasting, podcasting, digital, network, live events, music, sports and news. She is also a board member of the Radio Advertising Bureau and has served on the boards of the Florida Association of Broadcasters and Ronald McDonald House Charities.
Leadership Award honorees are: Chris Forgy, president & CEO, Saga Communications; David Kantor, former CEO of Urban One’s Radio Division; Curtis LeGeyt, president & CEO, NAB; Susan Larkin, COO, Audacy; Dennis Lyle, president & CEO, Illinois Broadcasters Association; and Valari Staab, chairman, NBC Universal Local. The 2025 Lowry Mays Excellence in Broadcasting Award honoree is Scott Herman, former COO, CBS Radio, and chair, Broadcasters Foundation of America. The2025 Chairman’s Award honoree is Richard Bodorff, senior counsel, Wiley Law.