SABO SEZ: Cash Comes from Ideas, Not Budgets
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”
There are two broad categories of thought: Task. Creative. When in creative mode, a person innovates, imagines, plans, and solves problems. An idea bank is a bank! Money grows from the results of imagination: new products, new music, new formats, new sales strategies. Business growth depends on new!
Task mode is focused on the past. Accounting, legal, sorting, painting, mowing, eating, surviving. Tasks are essential activities but financially break even, at best.
Your colleagues probably suffer from thoughts of radio industry consolidation and cutbacks. Personally, there was a moment in my career that still haunts me at this writing. A moment more profound than consolidation or repeal of FCC ownership financial requirements.
The crash moment in the history of radio was when a program director uttered these words:
“It’s not in the budget.”
The words were less shocking than the source. Owners and general managers had said, we don’t have the money, but never the program director. Program directors, in my experience, lived in a charged creative fantasy. They imagined better shows, contests, DJ patter, bigger, better, fun-er radio for bigger ratings. Programmers thrived in an environment of creative challenges rather than tasks. PDs were often not even shown their budgets.
Creative-mode results in breathtaking promotions (win a house, win your rent, win a six pack of Corvettes.) Audience-daring formats such as album-oriented rock and all sports. Exciting air talent: Howard Stern, Neil Rogers, Jake Fogelnest, John Kobylt.
Programmers heard general managers say, “A good salesman is one with a good product.” Or, “If you deliver ratings, the sales department will sell it.” Intuitively, general managers and owners knew that if they kept their programmers and talent on the creative side of their brains, the station could succeed.
There were conversations between general managers and program directors when the PD would have “suggestions” about sales and the GMs would say, “That’s the sales manager’s job” and shut down the PD! Therefore, PDs were kept on the creative side of their brains, the idea bank.
Driving a new idea, a new format, promotion, or on-air technique demands a programmer’s knowledge and passion. Without passion, few new strategies are launched. Birthing a new idea in radio is way too difficult to achieve with just logic. New ideas come to exist by fighting for budgets, fighting to win acceptance from staff.
New ideas are worth the fight because they can bring audience growth and fresh cash.
As the industry puzzles over declining sales, declining youth listening, and declining buzz, don’t blame consolidation and streaming. Blame owners that have given programmers the ultimate excuse to not try new ideas, not push new promotions, not embrace fresh talent, not take risks that lead to growth. “It’s not in the budget.”
Shut the door on your way out.
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.
Internet adopted under the Biden Administration and network interconnection. FCC chairman Brendan Carr says, “We’re continuing to clean house at the FCC, working to identify and eliminate rules that no longer serve a purpose, have been on our books for decades, and have no place in the current Code of Federal Regulations. Today’s action is just the latest step the FCC is taking to follow the Trump Administration’s effort to usher in prosperity through deregulation. And it’s just one of many, with more on the horizon, so stay tuned.”
Let’s discuss how CBS’s $16 million settlement became a warning shot for every talk host, editor, and content creator with a mic.
business as CEO upon successful acquisition.” While both parties were doing due diligence on the CMG deal, Warshaw learned that an Audacy majority stake holder was willing to sell its stake in the company. Warshaw says he steered SFM and Del Nin to the deal that made SFM a majority stake holder of the new Audacy in early 2024. Warshaw alleges he was promised he’d be the next CEO of Audacy or that he would get 5% of SFM’s profits from the Audacy acquisition. After that though, Warshaw says Del Nin balked and denied there was ever an agreement, calling any such claims “fabricated.” Now, Soros and Del Nin filed both a Motion to Dismiss saying the “Court lacks personal jurisdiction over Mr. Del Nin under Connecticut’s long-arm statute”; and a Motion to Revise that asks Warshaw to revise his complaint with specific details about his contracts – written or verbal – that he claims were breached, and more. In the Motion to Revise, Soros and Del Nin imply that Warshaw doesn’t have the contractual proof necessary to support his claim. 
marketers about perceived media effectiveness in which radio came in last place, behind all measured traditional and digital media types. According to Nielsen’s global ROI benchmarks, radio delivers the second highest return for advertisers, second only to social media. Nielsen’s ROI benchmarks show radio delivers higher returns for advertisers than all other other traditional media. While radio is perceived to be less effective than digital media, it delivers an ROI +30% higher than video and display, and +70% higher than search and CTV. 
“Godzilla Wins,” that airs Saturday mornings from 9:00 am to 11:00 am ET. John Fredericks says, “Coach Vince is a tremendous asset to our weekend sports broadcast. He has built an enormous fan base in a short period of time. His insight and knowledge of professional and college sports is enlightening and uncanny. Most importantly, Vince is a dedicated mentor and teacher whose keen analysis engages and informs our listeners as well as our younger contributors, whose careers in broadcasting we are dedicated to growing.” JFMN programming is heard on 23 radio stations, plus via multiple streaming platforms including YouTube Live, Rumble Live, X-Live, GETTR Live, and JFMN.TV.
tirelessly reporting from along the river between Kerrville and Centerpoint, Texas, “delivering succinct and informative reports on NewsRadio 1080, additional Audacy stations, and various CBS affiliates across the country. His Texas State Network reporting includes hourly newscasts reaching over 100 affiliates in 86 markets.” KRLD brand manager and Audacy news/talk foremat vice president Drew Anderssen says, “‘NewsRadio 1080’has been a critical lifeline for Texans. Our commitment to timely and essential news, weather and traffic information never wavered in the early days of this tragedy, over the 4th of July holiday weekend, and we are committed to continuing our compassionate and impactful coverage in the days ahead.”
station’s morning show alongside Brian Mazurowski, who continues hosting the morning show. Other changes include David Bellavia’s show airing an hour earlier (9:00 am to 1:00 pm), and Tom Bauerle’s afternoon drive show beginning an hour later at 3:00 pm. The station also adds FOX News Radio programs “Will Cain Country” (7:00 pm to 8:00 pm) and “FOX Across America with Jimmy Failla” (8:00 pm to 10:00 pm), as well as FOX News hourly reports. 
called, “For Radio Geeks Only,” and will feature Sirott and Landecker reminiscing about their time working together as music DJs from 1973 to 1980 on WLS-AM. Sirott says, “We played the hits and had more fun than humans should be allowed to have. Besides the music, there were encounters with stars, personal appearances with fans and endless stories to go with it all.”
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Sterling, who hosts a Saturday afternoon sports talk program on 77WABC, will provide play-by-play of the game, as well as the Little League pre-game. This event includes pre-game activities for families including meet-and-greet opportunities with 77WABC on-air personalities and sports legend Dwight Gooden, Fastest Pitch and Home Run Derby contests, Kids Zone, Sports Memorabilia Silent Auction and more! Red Apple Media owner John Catsimatidis says, “Shriners Children’s gives hope to children and their families across the country and around the world, regardless of their ability to pay. At WABC Radio, we are proud to partner with Shriners Children’s and, together, provide a fun-filled day for our community while supporting this great mission.”
and the “AAR Daily Defense Hour” join the programming at Omni Broacasting’s WTKE in the Ft. Walton Beach-Destin, Florida market. Additionally, the “Armed American Radio” show is being distributed by CRN Talk to cable systems operated by Cox Communications, Optimum TV, and Xfinity Stream.
postseason and select Spring Training games. KMOX recently integrated new Cardinals coverage, including the “Gas House Gang,” airing weekdays at 12:00 noon and the “Red Bird Rush Hour” airing weeknights at 5:00 pm. Audacy SVP and market manager Becky Domyan says, “This collaboration is a testament to our commitment to delivering the content our community loves, and with KMOX now on FM, we’re even more fired up to bring every single game, plus exciting new programming, to more fans than ever before.”
MLB Draft hosted by SiriusXM’s Dani Wexelman and Grant Paulsen with former MLB general managers Jim Bowden and Jim Duquette. SiriusXM will also cover the Home Run Derby on July 14 beginning with a Media Day show at 2:00 pm ET. The All-Star Game will be broadcast on July 15 with pre-game coverage starting at 5:00 pm ET.