SABO SEZ: Move or Die!
By Walter Sabo
A.K.A. Walter Sterling, Host
Sterling Every Damn Night, WPHT, Philadelphia
Sterling On Sunday, TMN
If a shark doesn’t swim, it dies. Radio is just fine, thank you, but it’s not swimming. Water, check. Tank, check, Sharks, check. Swimming to the next meal, nope. For the past 10 years at least, the radio show in every city is stuck in place and that sound in the distance that wakes you up at night is a death rattle.
The public perceives radio to be live, current, and local. Those three ingredients are the foundation of radio’s hundred years of success and the envy of all other media. That’s right – ALL. OTHER. MEDIA. Radio was born with the characteristics envied by newspapers, magazines, streaming, TV… name it.
The savior of the AM band was not a three-hour-a-day-host. The savior is all-news and local live. The FM formats that thrive and grow put up a live mirror to a city’s needs and tastes. Stations that sound like their city, and no other city, do not just win – they dominate. The radio shark is the forward momentum of urgent local information, new ideas, new jokes.
When asked, most people will say, “I don’t think I listen to the radio much…” But they do. The problem is radio is not top of mind. Why not? Because radio must demand listener attention with urgent, new ideas, entertainment, and information. “Your favorites from the 90s and today” isn’t doing that. Listen to air checks of the double-digit share legends of top 40 night-time radio. They weren’t so great. BUT in every single break they announced the names of local schools, listeners, events – every break with urgency. The more listener names, the higher their shares. Radio math. The more listener names, the more live local points of reference, the higher the audience share.
Consider the stunning ratings of too many NPR stations. What accounts for their growth trajectory? Clock the percentage of time your local NPR station spends presenting local news, local information, and new ideas.
Compare that with any other station in the city. In its own dreary way, most NPR stations deliver on the presumed benefits of the medium of radio: Local, live, urgent ideas. Yes, many commercial stations command major ratings for the same reason: All-news stations, and hybrids such as WSB, Atlanta; KRLD, Dallas; New Jersey 101.5, WABC, New York; KFI, Los Angeles; WTAM, Cleveland; WPHT Philadelphia.
It’s sacred geometry: The more often a listener hears about their local, daily life, the higher go the ratings.
Consultant Walter Sabo A.K.A. Walter M Sterling has a nightly show “Sterling Every Damn Night” heard on WPHT, Philadelphia 9:00 pm – 12:00 midnight. 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.
The research notes millennials (ages 27-42) are the most concerned at 83%. The survey finds people are feeling the effects of the higher costs of goods and services, and they remain concerned about inflation. In addition, 37% said their finances are in worse shape than four years ago. Thirty-four percent said their finances are about the same, while only 29% said they’re better off than they were four years ago. The research indicates more than half (52%) of Americans believe the U.S. presidency has a major impact on their personal finances. “We encourage every American to go out and vote,” said Dave Ramsey, personal finance expert and host of “The Ramsey Show.” “But remember, what goes on in your house is a whole lot more important than who’s in the White House. The research shows that less than half of Americans believe a written household budget is the way to win with money. That has to change, or nothing will.”
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The hallmark awards ceremony, presented by CalViva Health in the New Exhibit Hall of the Fresno Convention & Entertainment Center. The awards paid tribute to 10 Central Valley women who have excelled professionally, served as role models, and given back to their communities, as well as one business honored for its support of women and women’s issues. Patty Hixson’s successful radio career spans 32 years serving the Central Valley. An active leader in the community, she has been a member of the Fig Garden Rotary Club for 30 years, serving as president in 2018, and was a longtime member of the California State University-Fresno’s Bulldog Foundation. Hixson also served on the Board of Directors of the Greater Fresno Area Chamber of Commerce. Patty Hixson said: “I’m honored and humbled to be recognized among this astute group of leaders. Giving back to the community is a central part of my DNA, and I thank the Marjaree Mason Center for this award and for its important efforts supporting all women in our community.”
The agreement extension will feature Jeff Lewis expanding his popular show, “Jeff Lewis Live” to two hours a day giving listeners more of Jeff Lewis promoted as “just the way you want him…live and uncensored.” Lewis tells TALKERS, “SiriusXM has given me the freedom to build a show that is unfiltered, unapologetic, and morally corrupt. I’m grateful for the opportunity to grow my show and my cult…I mean, listeners.” The show will now air Monday through Fridays from 12:00 noon – 2:00 pm ET on SiriusXM’s 
Ideology and, as Michael Harrison calls it, “the daily dance of affirmation” aside – perhaps there’s something to be said about booking “opposition” political luminaries as guests on our industry’s highly “targeted” venues. FOX News Channel’s (FNC) “Special Report with Bret Baier” delivered 7.8 million viewers and 1,126,000 in the 25-54 demo during anchor Bret Baier’s exclusive interview with VP Kamala Harris from 6:00 pm – 6:30 pm ET this past Wednesday (10/6), according to Nielsen Media Research. The interview marked the highest rating of the Harris-Trump political season, outrating Harris’s individual appearances on “60 Minutes,” “The View,” “The Late Show with Stephen Colbert,” CNN and MSNBC. For the full 6:00 pm ET hour, “Special Report” drew 6.7 million viewers and 901,000 in the 25-54 demo. Combined with the show’s midnight airing 12:00 midnight -12:30 am ET, the interview with VP Harris nabbed 9.2 million viewers and 1.4 million in the 25-54 demo, beating ABC’s interview with President Joe Biden before he dropped out of the race (8.5 million viewers). 
95.5 WSB, Atlanta (and nationally syndicated) TALKERS Heavy Hundred star, Erick Erickson is giving both sides an airing today (10/18) in his midday show that he’s broadcasting from the parlor in the Texas Governor’s Mansion (see pic at left) before UGA battles University of Texas tomorrow. He tells TALKERS, he’ll have on both Governors Gregg Abbott (R-TX) and Brian Kemp (R-GA) to talk about the border, the election, and football.
Triton Digital has just released its 
The Florida Association of Broadcasters (FAB) has donated $25,000 to the Broadcasters Foundation of America (BFOA) 
“Unfortunately, this is far from over,” he continued. “Many of our colleagues are just now discovering the extent of the damage and the cost of repairing or rebuilding. On behalf of our members and all broadcasters who are suffering from the catastrophic impact of these storms, please continue to contribute to the Broadcasters Foundation Hurricanes Fund.” “We are so grateful to John and Pat and all the individual donors who continue to rise to the occasion and provided much-needed donations to help our colleagues, many of whom are temporarily homeless,” stated Tim McCarthy, President of BFOA. “The volume of requests that pour in every day is overwhelming. We need everyone in radio and television to give as much as they can afford. There is no such thing as a too small donation. Every dollar helps.” The Broadcasters Foundation has temporarily adjusted its already streamlined Emergency Grant Guidelines and Application Process to make it even easier and faster to get funds into the hands of broadcasters hit hardest by these storms. Under the adjusted guidelines, broadcasters who have suffered catastrophic loss contact their market manager or GM, who then fills out the 
Andrea Mitchell to Receive Prestigious Award. Alliance for Women in Media (AWM) has announced that Andrea Mitchell, NBC News chief foreign affairs correspondent and chief Washington correspondent, will be honored with the prestigious Gracies Icon Award at the 2024 
Radio One Charlotte, in partnership with Second Harvest Food Bank of Metrolina, is presenting an all-day radiothon today (10/17) to support those affected by Hurricane Helene. This event is taking place from 6:00 am to 7:00 pm across Radio One Charlotte stations: WOSF, WFNZ, WLNK, WPZS, WOSF-HD2 and heritage news/talk WBT. Marsha Landess, Radio One Charlotte regional VP, tells TALKERS, “We are focusing the power of our six radio stations to help raise funds for the relief efforts for our neighbors in the western part of our state. We know their lives have been turned upside down, and we want to do our part to assist them in rebuilding and recovering. Our goal is to raise a substantial amount to help them begin to put their lives back together. Every dollar counts, whether large or small.” Kay Carter, CEO of Second Harvest Food Bank of Metrolina, adds, “Everyone at Second Harvest Food Bank of Metrolina is so grateful to Radio One for all their efforts to assist us as we work to help the many victims of Hurricane Helene. The needs are great, and we want to thank all the radio stations and their listeners for considering a donation to the Radiothon. We promise to use the donations wisely to provide food and other supplies throughout the affected areas.”
Even as its stations were airing hundreds of hours of continuous live news and storm coverage during hurricanes Helene and Milton, Cox Media Group (CMG) was raising nearly $1 million and providing food, water and necessities for impacted people and communities. That includes taking mobile charging stations into communities for people to charge their phones and other devices. Hurricane relief efforts took place across CMG’s southeast TV and Radio stations. “These efforts by our CMG family highlight the indispensable role of our stations – and our entire broadcasting industry – as we work together to make a powerful and positive impact on the communities we live in and serve,” said Dan York, CMG’s president/CEO. “As importantly, none of this would have been possible without the incredible support from our local partners and audiences. The response of our viewers and listeners has been nothing short of remarkable.” CMG radio stations include news/talker WDBO 107.3 / AM 580 in Orlando.
Premiere Networks personality Clay Travis co-hosted “The Clay Travis and Buck Sexton Show” live from affiliate News Radio 570 WWNC in Asheville, NC (10/11). Travis toured the area via helicopter to witness the extensive damage from Hurricane Helene in an effort to continue raising awareness, funds and volunteers for hurricane relief that will be needed for months to come. During the visit, WWNC morning host/news director Mark Starling joined the broadcast for a powerful conversation about the devastation the community has experienced. He detailed how the station covered Hurricane Helene, providing vital information to the Asheville community including coordinating rescue efforts and reuniting families. Starling, who stayed at the station for 14 days straight during the hurricane, said: “…when TV couldn’t do it, the newspaper couldn’t do it, there was nothing online, the only thing left was AM/FM radio. All seven stations stayed on the air simulcasted… we were wall-to-wall…what we wanted to do here at the radio station, at iHeart Asheville, was we wanted to show the community that we can get through this. And we’ve been kind of repeating this line: ‘community is the answer to this crisis.’ …what we have seen is the absolute best in humanity in an absolute horrific, horrific time.” Listen to their full conversation 
Starnes Media Group is hosting a live, six-hour Election Night special for radio stations across the nation.
In this clip, he discusses the “next big topics” that will be discussed in talk radio and its associated forms of spoken word media. One of the many highlights of Harrison’s 48-minute keynote address was his observation that one of the next big things on the talk media menu is invariably something that is unknown or unexpected that comes out of the blue and literally changes the conversation. He pointed out that the U.S. Rep. Gary Condit (D-CA)/intern Chandra Levy murder mystery scandal was the biggest talk media story for weeks during the middle of 2001 – until the events of 9/11 completely wiped it off the talk shows in one fell swoop. Beyond that, Harrison discusses the growing national conversation role of such topics as societal anxiety, clean water, time management, privacy and technology’s assault on our humanity. To watch the brief clip on the TALKERS MEDIA YouTube channel, please 
“The CloakRoom with Former Senator Doug Jones” will air live tomorrow from 6:00 pm – 8:00 pm ET on channel 127. According to company sources, with just a few weeks remaining before the November 5 elections, Senator Jones will engage with Progress listeners, taking calls to discuss the pressing news stories of the day. He’ll also leverage his personal political experience to analyze the key senatorial races, as well as the presidential election. In addition, the former senator will be joined by Julie Chavez Rodriguez, VP Kamala Harris’s campaign manager, as well as a surprise guest. “The stakes in this election could not be any higher,” Jones tells TALKERS. “I can’t think of a better way to talk directly with voters nationwide and have real conversations about the issues at the top of their minds as we head into Election Day. As a regular guest on SiriusXM’s Progress channel, I know they have a passionate audience with a lot of important, fresh subjects to discuss, so this should be a lot of fun.” The show will have its first run live during the usual time slot of “The Dean Obeidallah Show.” 
The 22nd annual Children’s Miracle Network Radiothon benefitting McLeod Children’s Hospital was recently held in Florence, SC. During the Radiothon, Community Broadcasters’ stations WWKT 99.3 The Cat, (news/talker) WFRK Live 95.3, WPDT Almighty 105.1 and WSIM 93.7 Frank FM hosted live broadcasts from McLeod Children’s Hospital. Pictured above: former SC Lt. Gov. Ken Ard and station VP operations Dave Baker (r) during broadcast on news/talk Live 95. “As always, at Community Broadcasters, we are always doing our best to live up to our name, and stand for the communities that we broadcast in,” company VP Wayne Mulling tells TALKERS. “And we are proud of what we have been able to do in hosting the Children’s Miracle Network Radiothon each year to raise funds for McLeod Children’s Hospital and Children’s Miracle Network. We are humbled by the amount of people that have been helped directly through the years by these organizations, and glad to play a small part in keeping this active and ongoing to continue to help others every year. We invite you to be a part as well.” DJs and talk show hosts asked listeners for donations in support of the programs and technology that McLeod offers to families in the Pee Dee. Listeners also had the opportunity to hear real stories from those who have benefited directly from the McLeod Children’s Hospital, in addition to interviews with doctors, nurses and employees who all share the same passion. “What an exciting Radiothon we had this year raising more than $127,000 for the McLeod Children’s Hospital!” says Davis Sawyer, Children’s Hospital fund manager. “The hard work and dedication from all involved truly make a difference in the lives of the children treated in McLeod Children’s Hospital. I value the partnership and friendship we have with Community Broadcasters and look forward to growing this partnership as we continue to impact the children we serve.” There was also a live auction throughout the week, with some bids surpassing $500. Auction items were donated from collegiate and professional sports teams, nationally known musicians and local businesses. At the conclusion of the Radiothon, this year’s donations equaled $127,098. All donations will remain here in the Florence area to help fund life-saving McLeod programs, and purchase new technology to better serve the Pee Dee families. To learn more about the annual Radiothon, check out this year’s sponsors, or make a donation, visit 
Keenan coached big time teams in the Soviet Union, Russia, Canada, China, the U.S. and more for over five decades! What does it take to be a leader in the competitive and often cutthroat world of major league professional sports? How have the generations of young athletes changed over this stretch of time? What is the state of sportsmanship in today’s culture? What is it like dealing with the media from a professional sports perspective? How is sports culture different around the world? How is gambling impacting sports? Is hockey enjoying healthy growth as both a sport and a business? These questions and more are tackled in an informative and universally interesting conversation between Harrison and Keenan. Keenan, considered one of hockey’s most controversial and intriguing figures, has just released an autobiography titled Iron Mike: My Life Behind the Bench (Randon House Canada, 2024).
“The Doug Gottlieb Show” will debut on Northeast Wisconsin airwaves, alongside the return of “The Mike Heller Show” to WSCO, while “The Show” continues with host Eric Balkman. Starting October 28, “The Doug Gottlieb Show,” a FOX Sports Radio nationally syndicated program, will air weekdays from 2:00 pm – 4:00 pm. “Our show is so excited to expand our footprint in Wisconsin!” said Doug Gottlieb. “Everywhere I go, people ask where they can hear us…now the answer is WSCO! Let’s go!” Woodward Community Media’s talk brand manager, B.J. DeGroot, shared, “With Doug now serving as head coach for UW-Green Bay Men’s Basketball and continuing his national show, it was essential to bring his voice to sports fans in Northeast Wisconsin.” Additionally, WSCO will welcome back the statewide syndicated “Mike Heller Show,” which will air weekdays from 12:00 noon – 2:00 pm. Heller, a local favorite and graduate of Appleton East High School and UW-Oshkosh, previously hosted the show on WSCO from 2016 to 2019. “The Show with Leo and Balky’ will now be rebranded as “The Show with Balky” following John Leopold’s decision to step back to focus on his sales executive role. Balky will continue as the solo host from 11:00 am – 12:00 noon. DeGroot added, “We are thrilled to enhance our local and regional sports coverage by bringing Doug’s show to our audience and welcoming Mike back to Northeast Wisconsin.”
Bortnick is a successful industry veteran who most recently served as regional vice president of sales at iHeart Media in Washington, DC. Elizabeth Hamma, market president tells TALKERS, “We are fortunate to welcome Danny Bortnick as director of sales for Hubbard South Florida. With his extensive and successful track record of driving revenue growth as well as fostering strong client relationships, we are confident Danny will make a big impact on our team and our advertising partners.” Bortnick states, “I couldn’t be more excited to be joining Hubbard South Florida. I’m humbled to be representing such powerful brands, as well 2060 Digital. Looking forward to helping the Hubbard South Florida team reach new levels of success.”
In his new role, according to the company, Bortnick will oversee sales operations for Hubbard’s South Florida stations, as well as 2060 Digital, focusing on driving revenue growth, building strong relationships with advertisers, and creating innovative solutions to meet client needs.
The station will continue to be heard on 1250 AM. Concurrent with the FM relaunch, the station will introduce two new local weekday shows. “The Pack-A-Day Radio Show” will air weekdays from 8:00 am to 9:00 am CT. Hosted by Green Bay Packers insider Andy Herman, the show will serve as a destination for all things green and gold. Herman currently hosts the “Pack-A-Day Podcast” and “Packer Report.” The station will also launch “The Mason Crosby Show,” starring 17-year NFL kicker, Super Bowl champion and Packers all-time leading scorer Mason Crosby, weekdays from 9:00 am to 11:00 am CT. The show will also feature Mitch “Thunder” Nelles as co-host and veteran producer Tommy Wortz. “We couldn’t be more excited to bring The Fan back to FM and expand the reach of the best sports talk in Milwaukee,” said Jason Bjorson, SVP/market manager, Audacy Madison and Milwaukee. “Milwaukee has long been a premier market for football coverage, and through the addition of ‘The Pack-A-Day Radio Show’ and ‘The Mason Crosby Show,’ coupled with our existing must-listen programming, we’re elevating the listening experience and keeping fans connected to their favorite teams.” The station’s weekday lineup rounds out with “The Jim Rome Show” from 11:00 am to 2:00 pm CT and “Wisconsin Sports Daily” with station APD Steve “Sparky” Fifer from 2:00 pm to 5:00 pm CT.