SABO SEZ: Hunt for Humility
By Walter Sabo
CEO, Sabo Media Action Partners
A.K.A Walter M Sterling
Nightly host, WPHT, Philadelphia
Weekend host, Talk Media Network
Humility means to be teachable. It’s the most important trait of great leaders and managers. For years I looked forward to focus groups to reveal the top-of-mind awareness of media among listeners. These groups always reminded us of a listener’s life priorities which never included radio listening! They taught us the correct secular language to use in promos and slogans, and what they remembered versus what we wanted them to remember.
Today’s hack for focus groups is Google Search Trends. When starting “Sterling on Sunday” 10 years ago, I was kidded by some lame program directors about the inclusion of John Weatherbe weather forecasts in a national show. Since John passed away, the weather is provided by meteorologist Dr. Dave Eiser. Dr. Dave has had a solid career on TV in Chicago and Phoenix. He gives national forecasts with a curious emphasis on cities where we have large affiliates!
Dr. Dave provides a real service on Sunday nights when not one AM station (other than all-news stations) deliver the most important information: Weather.
Google Trends is a humility machine. It shows real-time facts about what a potential listener cares so much about that they enter it in a Google search – right now! What are you talking about today? How does it compare with weather? Here are results from moments ago:
The results can be filtered for specific cities, time periods, categories of interest. Try it. Seek humility!
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.
news/talk stations plus the John Fredericks Radio Network. He adds, “This undertaking was never authorized, sanctioned, or endorsed by President Trump or his campaign. Despite several very direct public communications disavowing any affiliation by Trump campaign senior staff, the fake news continued to propagate phony stories, which The Heritage Foundation and their Project 2025 leaders were willing and happy to substantiate. Sources say President Trump made the decision to shut it down himself. Good riddance to yet another grift charade using Trump to raise money.” TALKERS publisher Michael Harrison commented on Fredericks’ statement saying, “It has been disturbing watching the once-honored think tank known for its even-handed academic fastidiousness devolve into what is now perceived as just another fund-raising propaganda machine in the mud-slinging political wars. This is the kind of credibility squandering that damages the true American conservative moment and people’s confidence in all political organizations.”
The station says, “After a distinguished 36-year career in public education that included serving as a classroom teacher, school principal, and most recently, Superintendent of Warren Consolidated Schools, Dr. Livernois brings to WJR AM 760 and its listeners a wealth of experience and perspective on teaching and learning, technology, social-emotional learning, school safety, social media, and many other areas of interest to both parents and educators alike.” Dr. Livernois continues to serve as an adjunct faculty member of the College of Education at Wayne State University. WJR program director Ann Thomas comments, “Education is the key to a great future for our children and WJR is proud to partner with Michigan’s top educators to help them tell their stories about the great work they do in our communities.”
including radio over-the-air and radio streams. The next highest portion, 18%, was spent with owned music such as CDs and downloaded audio files, and 11% of their daily audio time went to streaming. Today, we see the increase in listening from linear sources to more on-demand audio sources such as YouTube for music or music videos (not the YouTube Music streaming service), and podcasts. Americans age 13+ now spend an average of 18% of their audio day listening to streaming music from sources such as Amazon Music, Apple Music, Pandora, and Spotify, 14% listening to YouTube for music, and 10% listening to podcasts. AM/FM radio still takes the largest portion of the audio day on a 13+ basis with 36%, driven heavily by in-car listening.” Edison director of research Laura Ivey adds, “A decade ago Share of Ear was created to answer the question, ‘What do Americans listen to?’ Today we can understand the listening patterns of Americans and see how audio sources have emerged to vie for our daily listening time. There are surely audio developments that we can’t even imagine that will impact our daily audio time over the next 10 years.” 
Horne to a full-time reporter position. Pamplin has spent the past 30-plus years with WDIV-TV as a photojournalist and reporter. Horne has been a part-time producer and 
reporter at WWJ since 2021. Previously, she was a weekday reporter and weekend fill-in producer at WLNS-TV. Audacy Detroit market manager Debbie Kenyon states, “We couldn’t be more excited for Tim to join our news team. We plan to leverage his renowned breaking news reports to provide our listeners with quality coverage of each day’s top stories. We’re also looking forward to supporting Darrylin in this new role as she applies her skillful storytelling in everything from feature stories to contributions on our digital platforms.”
relief pitcher – joined the afternoon drive show in August of 2022. Beasley Philadelphia cluster manager Paul Blake comments, “Ricky was a fierce competitor on the mound during his 12-year career in Major League Baseball. His grit, toughness, and strong work ethic make him an ideal co-host for our afternoon show on ‘The Fanatic.’ We’re thrilled to announce his renewal.” Bottalico says, “I am happy to be back with Tyrone and ‘The Best Show Ever.’ I will continue to work hard to bring my best every day. As a group, we are striving to be better every chance we get!”
Here’s a cost-effective way to see if you’ve got what it takes. I’m tired of podcasters coming to me in tears after they sign up for services that market their work ‘wherever podcasts are available.’ That’s not a marketing campaign. Don’t you want to be more than a ‘wherever?’ PUMP is your answer.” He says that with PUMP, a selection of the podcaster’s episodes will be broadcast across five states via six prominent radio stations, helping tap into new listener bases, turning casual listeners into dedicated subscribers. Ryan adds, “If you want to turn your DUDcast into a serious PODcast with marketing power, this is how you do it.” 
Jersey for $133,000. The former sports talk outlet has been dark since late last year due to what at the time was reported as being the result of problems with its nighttime antennae. This deal leaves Townsquare with three signals in the Trenton market: news/talk WKXW-FM “New Jersey 101.5”; CHR WPST-FM, and religion WCHR-AM.
syndicated program is heard on 14 affiliate stations throughout New England. Money Matters Radio COO Jason Wolfe comments, “The growth of ‘The Financial Exchange’ throughout New England has attracted interest from stations outside of the region and I’m thrilled to be able to add the show to KBNP. Keith Lyons has had 30-plus years of success in the Portland market and I’m looking forward to bringing our brand of business and financial talk to his station.”
2025, at Cipriani 42nd Street in New York City. In commemoration of this golden milestone, AWMF unveils a newly refreshed logo, shown here. AWMF president Becky Brooks says, “As we approach the 50th Annual Gracie Awards, we reflect on five decades of tremendous progress made in advancing women in media. The Gracies have been a beacon of recognition for the incredible talents and contributions of women in our industry. Next year’s celebration is not only a tribute to our past but also a spotlight on the bright future ahead. We are eager to honor the trailblazers who have paved the way and the rising stars who continue to shape the media landscape.”
Many Americans have been, in the two years since the Supreme Court punted the issue down to the states. For suburban women voters in swing states, it is – by far – the number one issue, per a Wall Street Journal poll. It tipped 2022 midterms and 2023 elections and swung other elections in battleground states.
Citizens Bank Park and from the 76ers’ practice facility in Camden, New Jersey after an unwanted advance on an Aramark employee at the ballpark. Eskin was off WIP since that time. He said, in part, “I’d like to briefly address the recent reports about an incident at Citizens Bank Park. Now I’m not going to get into specifics other than to say that I recognize my actions have offended and upset her. I feel awful about that. I really do. I apologized to her at the time of the incident, and I apologize again now. I’m truly sorry that this did occur. I know a lot of you want me to say more about this, but I don’t intend to comment on this any further and hopefully you understand.” 
The 33-year (1975 – 2008) radio voice of the NBA Houston Rockets, Gene Peterson, died this past Wednesday (7/24) succumbing to cancer at the age of 83. “How sweet it is” was Peterson’s signature victory call and – as noted on a Rockets’ Facebook page post – that catch phrase, “spanned across many franchise moments that will forever live in the hearts and minds of Rockets fans.” Peterson once told The Houston Chronicle, “I’ve watched the Rockets’ family grow, and I’ve watched my own family grow through it all; I know I’ve been blessed to live this life.” Team owner Tilman Fertitta comments, “We say goodbye to my friend and broadcasting legend, Gene Peterson. Gene devoted his life to the Rockets and brought passion and energy towards creating timeless memories for countless fans, including myself. I am forever grateful for the time I knew Gene and for the invaluable contributions he made to our city and franchise for over three decades. My thoughts are with his [family] during this difficult time.”
iHeartMedia is NBCU’s exclusive audio partner for the 2024 Summer Olympics, which kick off this week. In addition to listening to events on iHeartMedia broadcast radio stations, fans can tune-in to events through dedicated 24-7 digital stations – which include – NBC Olympics Radio Plus and NBC Olympics Radio – on the iHeart app. Among big events tomorrow (Saturday, 7/27) are: men’s/women’s swimming (NBC Olympics Radio Plus); men’s/women’s swimming finals (NBC Olympics Radio); women’s beach volleyball – USA versus Canada (NBC Olympics Radio); and men’s soccer – USA versus New Zealand (NBC Olympics Radio Plus). On Sunday (7/28), it’s men’s/women’s swimming finals (NBC Olympics Radio); women’s soccer – USA versus Germany (NBC Olympics Radio Plus); and men’s basketball – USA versus Serbia (NBC Olympics Radio).
Neer – a past PD and air personality at WNEW-FM – still serves as a weekend host on WFAN where he’s been a market staple for decades in addition to being an accomplished author of a series of “Riley King” murder mysteries as well as the historic evergreen FM: The Rise and Fall of Rock Radio (Villard Books, 2001). Chernoff still keeps his hand in both formats where he serves as a sports reporter and part-time DJ at Press Communications’ classic rock “107.1 The Boss” WWZY, Monmouth, NJ.
Airing in more than 40 markets from Los Angeles flagship KBLA “Talk 1580,” SmileyAudioMedia’s “Tavis Smiley” show will be offered free to urban-targeted stations for one week during next month’s Democratic National Convention (8/19-22). The SmileyAudioMedia owner/TALKERS 2023 “Freedom Of Speech” award winner will broadcast from the event’s radio row inside the site of the convention – Chicago’s United Center – and other relevant locations. Smiley tells TALKERS, “Black voters will be at the epicenter of whatever happens in Chicago, a fact made more relevant with the increasing likelihood that Kamala Harris will be the Democratic Party’s presidential nominee. If the Democratic Party hopes to achieve victory in November, it will be because Black voters saved the party and, ultimately, American democracy. To date, the 2024 election has been unpredictable and unprecedented. As the battle between the candidates enters its final stretch, the policies discussed and the decisions made will have a profound and lasting impact on Black America. It’s appropriate that ‘Tavis Smiley’ listeners will be at the center of the action as the conversation occurs.” SmileyAudioMedia syndication manager Rob Wilkins (who can be reached at 
In a research piece posted on the Radio Television Digital News Association’s website, Syracuse University research professor of broadcast & digital journalism Bob Papper and Syracuse University associate professor of broadcast & digital journalism Keren Henderson reveal this year’s radio news salaries fell 2.5%. With 2024 inflation at 3.1%, real wages (actual wages minus inflation) dropped 5.6%. Real wage radio salaries have lost .5% (2021); 6.6% (2022); 1.9% (2023); and 2.5% (2024). Thus, a total wage loss of 11.5% over the last four years. While the median salary for news directors remained steady, the average salary increased 6.7%. An average reporter’s salary dropped .9%, but the median salary is up 12.5%. News producers did even better with average salary (+5%) and median salary (+10.4%). News anchors, sports anchors and sports reporters, however, all lost ground in both average and median salaries. Web producers/editors dropped slightly on average and held even on median. Historically, non-commercial radio salaries have been substantially higher than commercial radio salaries, but Papper and Henderson note that’s not the case this year. They write, “When we look at large and major markets, all the average commercial salaries are higher than non-commercial salaries, and median salaries are fairly close. Overall, commercial radio salaries in large and major markets went up a whopping 23.5% [while] non-commercial salaries went down 8% from a year ago. The drop in radio news salaries lies almost entirely in the non-commercial world.”
Most recently serving as president of iHeartMedia’s “Pacific Area,” Steve Darnell transfers to Sacramento as metro president, succeeding Sara McClure (see separate story
Effective immediately, nine-year iHeartMedia Sacramento market president Sara McClure transfers within the company to become VP of its Unified Partnerships For California division. Replacing McClure as Sacramento market president is Steve Darnell (see story above). iHeartMedia Unified Partnerships president Michael Preacher states, “I am extremely excited to have Sara join our division. She will be broadening her responsibilities and offering her incredible expertise to leading agency partners throughout California.” McClure looks forward to, as she notes, “advancing my career by joining the Unified Partnership division. This incredible team has unlimited possibilities and I’m excited to bring my scope of marketing and big-idea thinking to our partners.” The Chico State University (California) alum has nearly 30 years of experience as a media executive, including director of sales for Entercom Sacramento, as well as positions at CBS Radio and Sinclair Broadcasting. She will report to United Partnerships EVP Breeanna Malik. Unified Partnerships provides advanced media resources for its ad agency partners.
Under the Federal Communications Commission’s consideration is a proposal from Commander Communications Corporation that would create an FM broadcasting class known as “A10.” In addition to enhancing coverage in rural and underserved areas, it would grant power upgrades for roughly 1,400 Class A FMs, allowing a maximum of 10,000 watts. Approval would depend on a station’s geographical zone; tower height; and separation requirements. While the National Association of Broadcasters recognizes potential benefits for listeners – especially during emergencies – it urges caution owing to possible negative impacts. The NAB generally supports proposals designed to improve coverage areas, but says the “A10” proposal lacks technical analysis and information on how many stations may be upgradable. An NAB filing notes that, “While this could lead to improved service for additional listeners, it could also further squeeze the band in more markets and impact more FM services.” Also opposed is Cumulus Media, which cites an “unacceptable risk” to stations already competing against streaming services. Conversely, the Multicultural Media, Telecom & Internet Council favors the suggestion, stressing that many stations that would qualify for the upgrade are owned by minority and small-scale operators. This proposal would replace an earlier FCC one for a Class C4 FM station category. More than 100 independent and minority owners backed the idea, but it ran into opposition from larger companies and the NAB.
Williamsburg, VA-based Local Daily Media acquires Connoisseur Media’s Frederick, Maryland news/talk WFMD “Free Talk 930” and country WFRE for $4.275 million. Connoisseur Media chief executive officer Jeff Warshaw tells TALKERS, “While it’s difficult for us to part with our Frederick stations, we were convinced that Local Daily Media’s management leadership and its focus in the Maryland/Virginia region could move these stations forward in a way we would be proud of. Senior management of Local Daily Media includes longtime Connoisseur partner Mike Dufort, who we have worked with closely and respect. Mike understands local radio and shares our view on the need for radio to be involved with and serve the local community.” Aforementioned Local Daily Media president Mike Dufort remarks, “With my nearly 11 years of working with Jeff and the entire Connoisseur team, I deeply understand and appreciate the care and nurturing that went into building these stations. I’m excited for the opportunity to continue along their journey to reaching even greater heights.” Meanwhile, Local Daily Media chief financial officer Adam Crotty adds, “We’re incredibly fortunate to welcome these legendary stations, along with their talented and dedicated teams, to our growing organization. Their rich history of supporting and improving the vibrant Frederick community will undoubtedly inspire our entire team to find new ways to positively impact each community we serve.” Connoisseur Media acquired “Free Talk 930” and WFRE five years ago from iHeartMedia’s Aloha Stations Trust in exchange for its Erie, Pennsylvania cluster.
Good Karma Brands sports talk WKTI “94.5 ESPN Milwaukee” will continue to carry Marquette University basketball games through the 2027 – 2028 season. As part of the extension agreement, WKTI will provide live play-by-play broadcasts of all Marquette men’s basketball games, along with pre-game and post-game analysis. Good Karma Brands Milwaukee market manager Greg Scalzo comments, “We are thrilled to continue our partnership with Marquette University and produce high-quality broadcasts/content for their passionate fanbase. 
Marquette basketball has a rich tradition and we are committed to delivering the best coverage to our fans.” Marquette University vice president/director of athletics Bill Scholl comments, “Good Karma Brands has been a tremendous teammate over the years. We are thrilled that ‘94.5 ESPN Milwaukee’ will again be the radio destination for Marquette fans. It takes community-wide support to operate a program at the level of Marquette basketball and [Good Karma Brands founder/chief executive officer] Craig Karmazin and his team are an important piece of this equation.” In addition to game broadcasts, WKTI will feature a weekly (Thursday night) “Marquette Basketball Hour” throughout the season.