SABO SEZ: Award the Future
By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
When reviewing our industry’s awards such as the Crystals or Marconis there are two categories missing. They are: “Best New” and “Best Innovation.” Imagine if winners were announced for these prizes:
“Best New Talent On Air”
“Best New Talent Off Air”
“Most Creative Sales Solution”
“Most Creative Station Promotion”
“Most Innovative DAB or Podcast Format”
“Best New Talent – Podcast”
“Best Innovation In Engineering”
Those awards aren’t fantasy, they are actual awards given annually by Australian Commercial Radio (ACRA). They are presented at a magnificent well-produced event for the entire country – attendance is SRO. The subliminal message to Australian radio personnel is powerful: Innovation is expected and rewarded. NEW is expected and rewarded – no need to wait for you to become legendary (!) to be recognized. “NEW” is a powerful reward and promise to the talent you hope will find a career in radio. Face it, our “on boarding” leaves a lot to be desired. (Hey, work in the promotion department while you live at home, and we’ll let you pick up pizza that you can share!)
The best gift the late PD Al Brady Law gave me was he greeted all new ideas with, “It might work.” Most other executives kill innovative thought with the worst question possible: “Who else is doing it?” The industry has a lame record of assessing new ideas. New ideas are systematically despised:
Bill Drake’s format was damned in jock-for-hire classifieds that warned, NO DRAKE JOCKS. Yes, dozens of stations wanted NO DRAKE JOCKS. Quickly Drake’s strategies slaughtered those stations and revolutionized music formats to this moment. Recorded music on the radio was actually thought to be illegal until WNEW-AM, New York fought that court fight in the 1940s and won. All news on WINS and WCBS certainly was not going to work after the 1960s New York newspaper strike ended. WFAN could never succeed as an all-sports station – soon after launch it became the highest biller in NYC.
When AC was launched in 1978 at the NBC FM and RKO FM stations, it had no future. FM was only for beautiful music and hard rock and besides who else is doing it?
Album rock, AOR, …why we have research to prove young people only want hits! Targeted FM talk – combining a hot format with hot talent would absolutely fail at KLSX-FM, Los Angeles and thanks to Bob Moore became the number one local biller – turn it back to the failed classic rock format please begged one research hit squad! “New Jersey 101.5” has a one million cume talking all week, playing music all weekend. Which award category suits that giant station? “Best New” would have been appreciated.
Todd Storz, the inventor of Top 40, passed away at 38 and his father who owned their stations in Miami, Omaha, and New Orleans couldn’t wait to change his Top 40 format creation to MOR when the kid died. As a result, when Todd died the stations died, too.
Innovators like Bill Drake, Jeff Smulyan, Allen Shaw, Bob McAllan, Alan Mason, L. David Moorhead, and Howard Stern are first ignored, then marginalized, then vilified… then hundreds fight for their credit.
The only way radio stays relevant and grows its place on the media landscape is with a constant flow of “Best New” and “Best Innovation.” That’s when younger listeners are attracted to radio – the same way they are attracted to everything – if it’s NEW. The radio you and your friends were drawn to, talked about at school, listened to constantly was saturated with new contests, new daring DJs, new promotions, new hits, new energy.
The delicious daily challenge of on-air talent and management is what can we put on the air today that has never been done before? If it’s new, even if it doesn’t work forever, generates buzz, attention, youthful audiences. Of course, 20-year-olds will listen to radio, it’s at the end of their arm! But they are not going to salivate at the promise of “20 of your favorites from the 80s, 90s and today.” Or a national contest.
Why not test a NEW award in just one awards category? “Best Innovation in Engineering” The Marconi Award.
Walter Sabo is a leading media industry consultant and syndicated talk radio personality. He can be emailed at Walter@Sabomedia.com. Website: www.waltersterlingshow.com
and passionate people within Audacy’s newsrooms and across the larger company. And I’m proud of our collective accomplishments: building out digital and podcasting capacity; integrating broadcast and digital teams within newsrooms; strengthening communication and collaboration across a network of brands; navigating the first wave of AI; and creating new revenue opportunities in partnership with sales teams. All of this was done while delivering over and over in high-leverage, breaking news situations and racking up awards that validate Audacy’s local news brands as best in class. The challenges for media and journalism these days — and for local news in particular — are profound, and the stakes are high. But there are new frontiers on the horizon, and we can deploy innovative ways of thinking about how we do what we do. As always, I’m excited to explore those frontiers and draw on my many years of strategic and operational experience to help media brands and other organizations find a way forward.” 
file them with the IRS. After the IRS contacted Patrick and requested that she file the unfiled returns, Patrick lied to the IRS, claiming that her accounting firm had timely filed the returns and that she would provide copies of those returns. Patrick, however, did not provide copies of the accurate returns that had been prepared by her accounting firm. Instead, Patrick doctored the business returns, removing $10 million in gross receipts received by her brokerage firm, and altered the personal returns by removing over $9.5 million in related income that she and her husband had earned from 2012 through 2014. Patrick also falsely backdated her signature on each tax return to make it appear as if the returns had been timely signed and mailed these false documents to the IRS, hoping to evade paying the full amount of taxes she owed. In addition, Patrick did not timely file business and individual returns for 2015, which she had also hired the accounting firm to prepare, nor did she pay the tax due and owing for the individual return. In total, Patrick sought to evade more than $2.5 million in taxes.”
The second of four rounds of ratings data from Nielsen Audio’s January 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 period covered January 4 – 31. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media Group’s news/talk WMAL-FM jumps 1.4 shares to finish with a 4.5 share (weekly, 6+ AQH share) that lifts it to the #7 rank, while Hubbard Broadcasting’s all-news WTOP-FM leaps two full shares to an 8.3 share good for the #2 rank. In Phoenix, iHeartMedia’s news/talk KFYI rises two-tenths to a 3.1 share but falls two posts to the #10 rank, while Bonneville’s news/talk KTAR-FM adds four-tenths for a 2.6 share finish and remains ranked #14. In Baltimore, Hearst Television’s news/talk WBAL-AM adds 1.6 shares to finish with a 4.3 share that boosts it to the #9 rank, while WCBM Maryland’s news/talk WCBM-AM tacks on four-tenths for a 1.9 share finish that lifts it to the #15 rank. 
listened in the past week. The list shows the Top 10 Podcasts in the U.S. based on the number of Black weekly podcast listeners for Q4 2023. “The 
settled beforehand. Audacy expects to emerge from the Chapter 11 process after approval from the FCC. Audacy chairman, president and CEO David J. Field says, “Today’s announcement marks a powerful step forward for Audacy, positioning the company for an exciting future. As expected, we have achieved a speedy confirmation of our prepackaged Plan, which will enable Audacy to pursue our strategic goals and opportunities in the dynamic audio business. We aim to drive accelerated growth and financial performance, capitalizing on our scaled, leadership position, our uniquely differentiated premium audio content and the robust capital structure that we will have upon emergence. I also want to express my gratitude to our team, who continue their outstanding work to serve our listeners and customers with excellence and fulfill our commitments without missing a beat.” The company notes that under the Plan, trade and other unsecured creditors will not be impaired.
the Bucks,” presented by Gallagher; “Hear District,” hosted by Marques and Kris Johnson, “Bucks in Six,” hosted by Greg Matzek, “Thanalysis,” hosted by Thanasis Antetokounmpo and “Courtside with Gale Klappa.” GKB Milwaukee market manager Greg Scalzo says, “Bucks+ Audio connects Bucks fans to the team in an innovative audio format. The first podcasts provide a deeper look into the Bucks and share untold stories of the team and organization.”
podcast advertising. Some of the key takeaways include: 1) Attention quality was highest for the audio ad that had the highest voiceover volume (36%) as opposed to the ad that had the lowest voiceover volume (27%) and the ad that had too many competing elements within the creative (25%); 2) 75% of participants reported a good quality audio ad positively influences their consideration to purchase a product; and 3) The inclusion of multiple competing audio components elements within an audio ad caused the ad to score lower in terms of overall quality than the ads without multiple competing elements. 
news/talk outlet and has been admitted to the hospital at UPMC dealing with what he called “crazy, insane” pain in his throat. Griffin, who battled throat cancer several years ago and has been in remission, says that late last week he couldn’t swallow anything and that the pain was something he never felt in his life. At this time, Griffin has been diagnosed with pneumonia, but doctors are also trying to determine if he has an infection of if the cancer has returned.
Court TV correspondent since 2019, Painter has covered the high-profile trials of Bryan Kohberger, Johnny Depp v. Amber Heard, Alex Murdaugh, Harvey Weinstein, and the death of George Floyd. In 2021 she was awarded the Scripps Give Light award for leadership, dedication, and hard work in legal journalism. She got her start in the industry in 2016, as a legal analyst for Nexstar Media Group, where she went on to become a multimedia journalist. Painter earned a Juris Doctor degree with high honors from the University of Arkansas Little Rock Bowen School of Law.
Yellowhammer News Network later this month, putting the wraps on a broadcast career of 50 years. Most recently, Holland has been the afternoon news anchor on the network. During his career, he’s served with more than 25 radio stations. In the early 1990s, he moved into the news/talk format, serving with WAAX, Gadsden before moving on to WVNN, Huntsville and then WERC, Birmingham. He’s been with the Yellowhammer News Network since 2015. 
non-partisan media company, RealClearPolitics. The “RealClearPolitics” show premieres on February 26, airing nightly from 6:00 pm to 7:00 pm ET on SiriusXM’s P.O.T.U.S. channel 124. RealClear Media Group chief content officer Andrew Walworth hosts the show along with co-hosts Carl Cannon and Tom Bevan. 
Have we passed the disappointment of 2023?
If you’re a news/talk station, don’t assume that you own “news radio” in your market. Imaging is important, but it merely talks-the-talk. You walk-the-walk with local news copy that delivers what solid commercial copy does: benefits. Just doing local news makes you special. But do listeners simply hear a station voice… reading something? Are you merely… accurate? Or do you deliver “take-home pay,” unwrapping the story to tell the listener something useful?
Jacksonville. Both stations will air the full slate of FOX Sports Radio programs. These format flips spell the end of the “Accion Radio Network” airing Spanish-language news/talk and information. iHeartMedia North Florida area president Paul Rogers says, “We remain fully committed to providing the best quality entertainment and information to the Hispanic residents on the First Coast and will continue to explore ways we can increase our impact there. The opportunity to return the FOX Sports brand to its original home on AM 930 in Jacksonville was simply too good to pass up. Its appeal cuts across and unites every segment of our community.”
“He arrived in the area in 1986, and in 1994, he helped launch WDFN ‘The Fan.’ In the late 1990s, he teamed with Bob Wojnowski for the ‘Stoney and Wojo Show,’ that made Stone a household name for decades to come.” Stone told his listeners, “I am somewhat sad that I will not be on the air every day. But I know that sadness ends when there’s no fricking alarm at 4:30 in the morning.” 
reach 17% more voters.” The study references Pennsylvania Senator John Fetterman’s 2022 campaign, noting that it deployed radio to reach voters in Philadelphia and Pittsburgh. In doing so, it allocated 20% of media dollars to radio and generated a 10% lift from radio above the local TV campaign, amounting to 676,000 additional voters at no extra cost. Audacy SVP of strategy, partnerships and analytics Jon Blum says, “When campaigns activate a TV plan, they should activate a corresponding radio plan and incorporate it into the mix with TV. The portion of the population that isn’t reachable via TV could be the swing vote and what throws it over the top for a candidate.” Nielsen’s study noted that if a campaign moved 20% of ad spending to radio, the optimized media plan would connect with 15% more Democratic and Republican voters and 23% more unaffiliated voters. 
Digital, FOX News Audio, FOX Weather and FOX Nation. He takes over for Jeff Collins, who was recently elevated to president of the division for FOX 
Corporation. Additionally, Ryan Roelle is promoted to SVP of national sales where she will focus on endemic and national advertising in addition to leading linear and digital sales across the country. In making the announcement, Collins says, “Over the past four years, Trey’s vast knowledge and deep understanding of the news marketplace helped drive new revenue streams while Ryan has increased the effectiveness and performance of our endemic and national sales teams. Together, they will ensure continued growth across FOX News Media platforms and success for our valued partners.”
should keep quarterback Justin Fields or trade him in the upcoming draft for the #1 pick. Parkins and Spiegel will kick off the discussion from Audacy Chicago’s Blue Cross Blue Shield Performance Stage from 2:00 pm to 6:00 pm. Football experts and a live audience will join Parkins and Spiegel to weigh in on the looming decision. “The Score” ran a contest this week for a chance to attend the “QB1 Town Hall.” These winners will make up the crowd that will have the opportunity take part in the debate. WSCR VP of programming Mitch Rosen says, “This decision will determine the entire season’s trajectory and the fans are passionate about their views on it. We’re looking forward to opening up this conversation to our listeners and Bears faithful.” The show is being made available via the Audacy app & website, the station’s Twitch, and YouTube channels. 
the month reaching 3.27 billion total multiplatform minutes, compared to CNN.com’s 1.85 billion, and NYTimes.com’s 1.59 billion. FOX News Media attracted 1.66 billion total multiplatform views, compared to NYTimes.com’s 1.49 billion, and CNN.com’s 1.17 billion. When it comes to total digital unique visitors – similar to radio’s cume – CNN.com still holds the lead with 112.7 million. But FOX News Digital (109.7 million) has gradually been gaining ground on CNN.