By Walter Sabo
Consultant, Sabo Media Partners
A.K.A. Walter M. Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
Growing a brand is a memory game. Which message will a target consumer value, remember it and take it to the cash register? The answer is not complicated but it is complex.
A great amount of energy and brain power goes into brand names, logo design, show topics but very little study is made of how often a company should deliver information to their target. The answer to the question of “how often” is critical to landing marks in the Nielsen diary, seeking for your station online or in-car. Effective frequency is essential to everyone’s success!
“When you’re sick of the song, that’s when the listener is just hearing it…” is
about all the science any of us have been tutored in on the subject of effective frequency.
Frequency of message has, in fact, been studied for over 100 years and the answers are astonishing! The most important, useful frequency of message studies are in the book, Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness.
I bought the book in 1981 to find answers to how much external advertising does a station need to win (remember?)… how often to rotate a song promo or topic? The answers are not found in myth and legends but in hard studies conducted by companies such as Lever Brothers and Procter & Gamble.
The book was assembled by the Association of National Advertisers. It is a collection of landmark major studies on how memory is Impacted by the frequency of message exposure. Expertise on the workings of memory is obviously the most important knowledge in a Nielsen diary market and vital to growth in metered markets if a station has been starved of a promotion budget. This book was edited by the head of research for Lever Brothers, Michael J. Naples.
The next three Sabo Sez columns will highlight more actionable data from the book. For example, the studies in the book offer hard data about on how many spots your listener can tolerate, how often to state and restate the topic, phone number, your name and more. This book has, by far, offered my work the most powerful guidance of any source.
Here are a few facts you might be able to put to use right now:
1. The first and last spot in a cluster enjoys the greatest recall. Promos work equally well in either position. Spots placed first and last should be charged more.
2. Moving money out of a TV campaign and putting it into a radio campaign will neither diminish nor improve response. BUT holding the money in a TV campaign and adding money for a radio campaign will improve response.
3. Stunning: For many product categories, daypart significantly impacts the likelihood of conversion to sales. Food product commercials, according to an Ogilvy & Mather study, convert to sales significantly better in late night, fringe time than in daytime. In fact, food product ads in prime time have a negative impact on sales.
4. Properly conducted research for consumer goods products can be successfully applied to media content development.
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. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at walter@sabomedia.com and www.waltersterlingshow.com. “Sterling On Sunday,” from Talk Media Network airs 10:00 pm-1:00 ET, now in its 10th year of success.
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As measured by Triton Digital’s Podcast Metrics measurement service, SiriusXM Podcast Network remains #1 on March’s “Top Sales Networks Report.” Per the data, SiriusXM Podcast Network’s stats are 42.5 million average weekly downloads/13.2 million average weekly users. It is again followed by (#2) NPR with 25.1 million average weekly downloads/7.0 million average weekly users and (#3) Wondery, 21.0 million average weekly downloads/6.8 million average weekly users. The top three downloaded podcasts were NPR News Now (NPR); Dateline NBC (NBCUniversal News Group); and Crime Junkie (audiochuck). Ranked by total listeners, NPR News Now (NPR); Crime Junkie (audiochuck); and Up First (NPR) are again first, second, and third, respectively. Among March debuts were Three (SiriusXM Podcast Network, both downloads and listeners); Killer Psyche (Wondery, downloads); and Environment (NPR, listeners). Participating Sales Networks include content owners/creators and sales representation organizations. Any sales network or publisher with a United States audience is eligible to participate in the U.S. Podcast Report. The March reporting period is February 26, 2024 – March 31, 2024).
caused controversy as Berliner criticized the organization saying it “had allowed liberal bias to affect its coverage.” This comes as there is renewed interest among conservative legislators in challenging the use of federal funds for public media with allegations of editorial bias as a primary reason to end federal underwriting of media. NPR managing editor for standards and practices Tony Cavin spoke to The New York Times about Berliner’s piece and said it “mischaracterized NPR’s coverage of crucial stories.” 
radio’s most respected storytellers. Highlights included the BBC being honored with the 2024 Broadcaster of the Year Award. NYFestivals honored legendary sports journalist Donna de Varona with the 14th annual NYF Lifetime Achievement Award. “Murder in Boston: The untold story of the Charles and Carol Stuart Shooting,” produced by the Boston Globe was recognized by NYFestivals with the 2024 National Press Club Award, which honors the highest scoring news program. View the 
The second of four rounds of ratings data from Nielsen Audio’s March 2024 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey covered February 29 through March 27. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media news/talk WMAL-FM rises three-tenths to finish the survey with a 4.8 share (weekly, 6+ AQH share) that lifts it to the #5 rank, while Hubbard Broadcasting all-news WTOP-FM adds three-tenths for a 7.9 share and remains ranked #2. In Detroit, Cumulus Media news/talk WJR dips two-tenths to finish with a 2.3 share but remains ranked #14, while Audacy’s all-news WWJ is steady with a 5.3 share that keeps it ranked #9 in the market. In Phoenix, iHeartMedia news/talk KFYI falls half a share to a 3.0 share and moves back one spot to the #10 rank, while Bonneville news/talk KTAR-FM also loses a half share, finishing with a 2.2 share good for the #18 rank. 
Yesterday’s column
digital content programming, production, and broadcasting processes while creating stickier listener environments and more opportunities for advertisers to engage with them.” Audacy chief technology officer Sarah Foss says, “As the nation’s second-largest radio broadcaster, we’re always integrating cutting-edge technologies into our stack to deliver the best experiences for our 200 million monthly listeners and more efficiencies to our business. This partnership underscores our commitment to building the future of digital audio, and we’re thrilled to see it start coming to fruition.”
involved, consistently doing the work necessary to drive meaningful change.” Farber’s long and storied broadcasting career includes her work leading the RAB for the past 12 years. MIW board president Ruth Presslaff says, “What more can be said about Erica that hasn’t yet been said? She is a strategic thinker and true trendsetter who gives generously of her time and wisdom. MIW is a better organization because of her. The industry has been enriched in countless ways because of her. What an impact this woman has made!” Farber comments, “I am deeply honored. Being recognized by such influential women in the industry is incredibly meaningful and humbling to me. I owe immense gratitude to the mentors and inspirational women who have supported and uplifted me along the way. They are the foundation of my success. My heartfelt thanks go to Ruth and the MIW Board, and to all of you who share my passion for radio and the impactful work we are privileged to do every day.”
content: Participants were presented with paired samples of AI-generated voices created using Futuri’s AudioAI and human voices. 60% of the time, they identified the AI as human. The study also found respondents open to the use of AI with many believing that AI will improve content across news, video, and audio. For example, 
and “Wake N’ Jake” are joining The Dan Patrick Podcast Network, effective immediately. “Jimmy’s Three Things” is hosted by Jimmy “Jomboy” O’Brien (left) and “Wake N’ Jake” is hosted by Jake Storiale (right). Dan Patrick says, “Moments with Jimmy ‘Jomboy’ O’Brien and Jake Storiale are rarely predictable. I love entertainment that surprises and informs, which makes ‘Jimmy’s Three Things’ and ‘Wake N’ Jake’ great additions to my podcast network.”
who is returning to Philadelphia as a host at the company’s “SportsRadio 94WIP.” Audacy New York market president Chris Oliviero says, “Ryan knows radio, sports and New York, making him a triple threat to take the reins of WFAN, which continues to be the city’s most influential and dominant sports platform. In addition, with Infinity Sports Network, Ryan will have a major impact on the sports conversation nationwide. All of us at Audacy are excited to welcome him to the team.” Hurley, who joined ESPN New York as an intern in 2004 after graduating from Hofstra University and worked his way up to PD in 2017, says, “I am excited and grateful to have the opportunity to join this legendary station. The term ‘dream job’ can get thrown around a lot, but as someone who grew up listening to ‘The Fan’ religiously, that is exactly what this is. There is an incredible team here led by Chris Oliviero, and I look forward to this journey ahead with them.” Additionally, David Mayurnik has been named assistant brand manager of WFAN and Infinity Sports Network and will report to Hurley.
president and market manager Marv Nyren says, “WLS is bigger than a destination on your radio dial – it’s a Chicago institution and treasure. 100 years ago, radio was simply sound communication via radio waves but there’s nothing simple about the impact of WLS on Chicago. WLS has been a neighbor, a friend, and a mentor for people in Chicagoland. It’s been a place where people can go for entertainment and information – and it’s been a companion to the biggest moments in history. We are excited to usher in WLS-AM’s next 100 years with Chicago’s best audio content on-air, online, on-demand, and onsite.”
the fiscal year ended December 31, 2023, with the Securities and Exchange Commission. Urban One now has 60 calendar days, or until June 7, 2024, to submit a plan to regain compliance. If Nasdaq accepts the compliance plan, the Nasdaq staff may grant the company an exception of up to 180 calendar days from the filing’s due date, or until September 11, 2024, to regain compliance. Urban One says it is working diligently and expects to file its 2023 Form 10-K within the 60-day period, which would eliminate the need for it to submit a formal plan to regain compliance.
The media headlines are dizzying these days, yet they all share one common thread. See if you can solve this puzzle.
Time in its previously announced Exchange Offer and Consent Solicitation, in which it is offering to exchange any and all of its outstanding 6.750% Senior Secured First-Lien Notes due 2026 for new 8.750% Senior Secured First-Lien Notes due 2029, to April 16, 2024 at 5:00 pm New York City time. As of Friday (4/12), approximately $15 million aggregate principal amount of the Old Notes had been validly tendered pursuant to the Exchange Offer and Consent Solicitation and not withdrawn.
Grey, Eugene DePasquale, Joe Kahn, Jared Solomon and Jack Stollsteimer will face each other live on April 17 from 8:00 am to 9:00 am during KYW Newsradio’s “Philadelphia’s Morning News with Ian Bush & Carol MacKenzie.” All candidates will be on stage in the KYW Newsradio studio space, except DePasquale, who will join remotely via Zoom. KYW brand manager Kristina Koppeser says, “We’re proud that KYW Newsradio continues to be the place for comprehensive coverage of Pennsylvania politics, especially in such a crucial election year. Giving voters details on candidates and their platforms is a vital part of our mission
synthetic voice capabilities, this partnership will create a robust library of voices for Audacy to deliver custom experiences for listeners and advertising clients. Audacy will infuse creator-led ideas and concepts with ElevenLabs’ technology to further bolster its programmers’ and talents’ unique ability to engage deeply with audiences at scale.” Audacy EVP and head of programming Jeff Sottolano says, “By experimenting with ElevenLabs’ synthetic voice capabilities, we’re transforming how we connect with our listeners and create value for our advertising partners. By streamlining workflows, this collaboration will empower creators with more bandwidth to focus on the exceptional content and listening experiences our audiences love and expect from Audacy.”
the radio industry and across the agency community, having run sales for the second largest radio network in the country. This is a significant addition to our executive leadership team and brings deep experience, tenure, and valuable industry and agency relationships to our bench at Key Networks. We thank outgoing president of sales Jason Wilberding for his contributions and wish him well in the real estate endeavors he is leaving to pursue.”
