The Power of Appealing to Aspiration
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday
It was a cruel trick. Hulu started streaming “For the People” from Shondaland Productions last month and I bit. It is a show about Manhattan, ambition and really well-tailored clothes. Then I looked at the more information tab and discovered that the show was cancelled… in 2018. Crushed. Two seasons on ABC. Cancelled.
Why have I fallen so hard for a show about the lawyers of the United States District Court for the Southern District of New York? Two reasons: “For the People” is aspirational TV (at least to me) like, “Diners, Drive-ins and Dives.” Every character in “For the People” has an enviable 20s-in-Manhattan lifestyle. It is easy for me to embrace the warm pool fantasy of a good job, cool sushi bars, easy sex. I also miss a character in the show named Kate Littlejohn played by Susannah Flood. She says what needs to be said and does not care what people think of her in the workplace! That’s my aspiration too!
“Diners, Drive-ins and Dives” is also aspirational (again, at least to me). The star, Guy Fieri, lives off the grid and off the menu. He eats any deep-fried dish he wants in the kitchen with the chef for free! I eat Lipitor. I aspire to be Guy Fieri, a man who has no negative consequences for his cardiac arrest diet.
When a show taps into your aspirations on any level, it becomes your show. Radio entertainment did that for you, that’s why you work in radio! You and I can do that for a listener. The founding Top 40 jocks tapped the aspirations of teens every day. Dewey Phillips on WHBQ, Alan Freed on 1010 WINS, Bruce Morrow on WABC and many more. What did they do? They said the names of their listeners for hours and hours, they formed an exclusive club of cool kids. These pioneers compelled their listener to buy the record, the ticket and come to the dance.
“Hey cousin, you’re captured.” Bruce Morrow said that phrase MILLONS of times going into breaks. He captured the listener behind the velvet rope of coolness and that’s where they aspired to be and to remain.
The moment you share a story your listeners absolutely relate to, they will aspire to join your club. Say a listener’s name, and you instantly become a part of their personal history. Radio’s star making power is radio’s magic. Secretly, every listener wants to be a star, make their aspiration come true and you have a listener for life. Or, as the pedantic say… a P1!
Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110. Check out www.waltersterlingshow.com. Meet Walter Sabo at TALKERS 2023 on June 2 at Hofstra University.
It is an unpredictable thing, this news cycle that drives the headlines.
2021, Townsquare is upbeat about its Digital segment. CEO Bill Wilson says, “I am proud to report that Townsquare’s transformation into a Digital First Local Media Company allowed us to deliver record results in 2022 despite a progressively challenging economic landscape… 2022 was a significant inflection point for our company. It marked the first year where radio no longer comprised the majority of our revenue and profit, further separating Townsquare from our local media peers, and placing a spotlight on our world-class team and our unique and differentiated strategy, assets, platforms and solutions. Our growth engine has been and will continue to be our 
digital solutions, which were the primary driver of our 2022 growth. Total digital revenue increased +16% year-over-year (and +12% in the fourth quarter) to $231 million, and total digital Adjusted Operating Income increased +12% year-over-year to $69 million, representing a 30% profit margin. We believe Townsquare’s ability to drive profitable, sustainable digital growth is a key differentiator for our company, and we reaffirm our expectation that our digital revenue will grow to at least $275 million by 2024. We are uniquely positioned as a Digital First Local Media Company focused principally on markets outside of the Top 50 in the United States, with a resilient digital growth engine supported by both a recurring subscription digital marketing solutions business, with a large addressable market and limited competition, and a highly differentiated digital advertising technology platform. We believe that our business model and strategy position us to weather the current economic environment better than most… Our success has been and will continue to be the result of the Townsquare Team focusing on what we do best: creating high quality, local original content for our audiences and delivering creative and cost-effective marketing solutions for our local clients with strong return on investment.”
positions in audio, and involves personalized conversations with a vast network of high-level radio executives and experts to help advance a career within the radio/audio industry. Dowdy is a regional content director who works with nine Townsquare Media markets in the Southeastern United States. During her career she’s also been a morning show co-host, award-winning news reporter, brand manager, promotions director, and midday host. MIW board president Ruth Presslaff says, “This year we had more applicants and more high-quality applicants than ever before. Meg’s dedication to her future, to the business and to paying her success forward was very impressive. We can’t wait to start working with her.”
significant, positive results for our organization. We are excited for Gail to lead our automotive teams and to continue to drive growth of SiriusXM’s dominant in-car presence.” Berger comments, “SiriusXM’s strong and deep relationships with every major automaker and tens of thousands of dealers and remarketing organizations across the United States are a testament to our team’s talent and capability. I am excited to step into this leadership position and continue to grow our business and deliver the best customer experiences in the vehicle.”
sold-out schedule, and is part of an emerging genre of progressive hosts seen regularly by loyal political talk media consumers. Only 39, Pakman has been a practitioner of progressive talk media since his early 20s. “The David Pakman Show” started in August 2005 as a community radio program called “Midweek Politics” in the basement of WXOJ’s studio in Northampton, Massachusetts. Today, it is a daily internationally syndicated politics and news talk show airing on radio, television, and the internet, as well as on Free Speech TV via DirecTV and DISH Network. Pakman is a naturalized citizen of the United States having moved here with his family at the age of five from Buenos Aires, Argentina. Harrison and Pakman discuss the rewards and challenges – financially and otherwise – of multi-platform digital broadcasting.
bets in their ruthless pursuit to get new customers hooked on their products. In the years since the Supreme Court legalized sports betting, these unfettered advertisements have run rampant, with betting companies shelling out billions to ensure they reach every screen across America. These ads pose a particularly dangerous threat to adolescents and young adults unaware of the risks involved in gambling, and to individuals prone to addiction.” New York State Broadcasters 
Association, Inc president David Donovan states, “We oppose legislation that bans both mobile sports and casino sportsbook advertising in the United States. Advertising is essential to educate consumers in this highly competitive market. The tax revenue generated by sports betting has helped to finance essential government services for citizens throughout New York State. It has stimulated local economies in areas lacking job opportunities. Advertising revenue from these ads helps broadcast stations meet the needs of their communities by financing local news and public affairs programs. A ban on sports wagering advertising prevents all responsible adults from receiving information about a legal product in New York, raising significant constitutional issues. There are more effective options available to address issues concerning problem gambling and protecting children. We look forward to working with Congressman Tonko to explore these options.”
on February 5 from 8:00 pm to 9:00 pm. WLS says, “In the weekly one-hour show, Kudlow shares with 890 WLS-AM listeners his perspective on the state of the markets, the economy, and politics. An unapologetic supporter of capitalism and free markets, he shares his insight and expertise to better navigate tomorrow’s evolving economic and political terrain.” Kudlow also currently hosts the FOX Business television show “Kudlow” weeknights from 4:00 pm-5:00 pm ET and is the host of “The Larry Kudlow Show” on WABC, New York, heard Saturdays from 10:00 am-1:00 pm. WLS program director Stephanie Tichenor says, “We are delighted to welcome back to 890 WLS-AM, a listener favorite, Larry Kudlow. Larry’s financial expertise will be a perfect addition to our weekend lineup.”
Jones to pay $965 million in total damages to the families of eight victims of the Sandy Hook school shootings and an FBI agent. Additional damages covering attorneys’ fees will be determined next month. The verdict came after three weeks of testimony in a state court in Waterbury. Not sounding remorseful on yesterday’s radio show (Wednesday, 10/12), Jones railed against the jury’s decision, urging listeners to send money or buy supplements sold on his website. He stated, “They want to scare us away from questioning Uvalde or Parkland [but] we’re not going away, we’re not going to stop.” Jones actually cheered as the judge listed off millions in damages for each count. After one count was read, Jones said, “Get those numbers up.” At times he gave thumbs-up and raised his hand in the air. Jones and Free Speech Systems – parent of his Infowars content company – were held liable for defamation for spreading false stories that the Sandy Hook shootings were a hoax and the victims were actually “crisis actors,” who were following a script written by the government to build support for gun control. Fifteen plaintiffs were awarded damages in the case, one of three suits against Jones from his conspiracy theories about the shooting. The largest single award of $120 million went to Robbie Parker, whose six-year-old daughter, Emilie, was killed in the shooting. Jones spent years mocking Parker as an actor. The plaintiffs also included an FBI agent who responded to the shooting; he was awarded $90 million in damages. An earlier suit in Texas awarded one victim’s parents close to $50 million. Another case is going to the damages phase after Jones lost the suit.
Jim Bohannon is This Week’s Guest on Harrison Podcast. Longtime talk radio superstar Jim Bohannon is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” Yesterday (10/10), the radio industry was shocked and deeply saddened at the announcement by Cumulus Media’s Westwood One in TALKERS that one of its longest running, most successful and universally beloved syndicated talk show hosts would be hanging up his headphones on Friday October 14th due to health issues. It was a surprise to many – but industry insiders were already aware that this broadcasting legend was suffering from an advanced case of esophageal cancer… and the prognosis was increasingly grim. His career that spanned more than five decades including the past 30 as host of his solid late-night syndicated show is one of the greatest of all time. His achievements include induction into the NAB Broadcasting Hall of Fame, the Radio Hall of Fame, and the Missouri Broadcasters Association Hall of Fame. He has received the First Amendment Award from the Radio-Television Digital News Association and the Lifetime Achievement Award from TALKERS magazine; along with numerous other awards and honors. Michael Harrison interviewed Jim Bohannon this past Sunday (10/9) afternoon. It is candid, compelling and will no doubt be a historic audio document capturing a dramatic slice of radio history and culture – as well as deep insights into the human condition. After recording the interview and podcast, Michael Harrison stated, “It is with profound sadness and love that I have the honor of presenting this interview to the public.” Not to be missed! To listen to the podcast in its entirety, please click 
have honored individual talent and exemplary programming created by women, for women, and about women in radio, television, and digital media in news and entertainment. AWMF president Becky Brooks comments, “We are more committed than ever to honor the remarkable work by so many in our creative community. As our most important fundraiser of the year, the Gracies enables the Foundation to deliver on its promise to further the connection, education and recognition of women in media.” The 2023 Gracie Awards co-chairs are: The Weiss Agency executive vice president Heather Cohen; McVay Media Consulting president Mike McVay; and Hallmark Media chief communications officer Annie Howell. Emmy winner Vicangelo Bulluck has produced the Gracie Awards since 2016 and will return in that capacity for the 2023 awards. Entry eligibility air dates are January 1, 2022 through December 31, 2022; deadline for all entries is January 12, 2023 at 11:59 pm (ET).
United States, Barack Obama, visits his former aides Jon Favreau, Jon Lovett, Dan Pfeiffer, and Tommy Vietor for an interview that airs tomorrow (Friday, 10/14) at 7:00 pm as an episode of Sirius XM’s “Crooked Radio” (SiriusXM Progress). It will then be issued Saturday as a podcast. The former President’s “Pod Save America” appearance will be replayed tomorrow night (Friday, 10/14) at 9:00 pm and throughout the weekend. It will be his first on the show in exactly two years (10/14/2020). … Following a 24-year tenure at Los Angeles’ KNX “News 97.1 FM,” morning co-anchor/senior political correspondent Dick Helton (pictured at right) will retire tomorrow (Friday, 10/14) from the Audacy facility. Prior to joining KNX, Helton 
spent 29 years anchoring in Chicago at co-owned/similarly-formatted WBBM-AM. … Per a report in The Lincoln Journal-Star, Damon Benning succeeds Matt Davison as analyst on University of Nebraska football radio broadcasts. Formerly a host on NRG Media Omaha sports talk KOZN “1620 The Zone,” Benning played for the Cornhuskers from 1992 – 1996. Davison had been a Nebraska analyst the past 19 years. … As part of an intra-Pennsylvania transaction, 34 full-power stations and 12 translators in five “Keystone State” markets are changing hands. Forever Media is the seller; Kristen Cantrell’s Southern Belle Media Family/Seven Mountains Media Family is the buyer. Among stations being sold include: sports talk WQWK, news/talk WRSC, W279DK, and W227DV (all in the State College market); Altoona market news/talk WFBG; news/talk WNTJ, W230BK, and W283CX, and news/talk WNTI (all in the Johnstown market); news/talk WMGW, W264DK, news-talk WTIV and W287DC, and news/talk WFRA and W251CL (all in the Meadville-Franklin market) news/talk WKST, W250CW, and W248DJ (all in the New Castle market); and Lebanon market news/talk WLBR. The complete transaction is for $17.375 million in assumption of promissory notes to Kerby E. Confer, the Judith M. Confer Irrevocable Trust, and Confermation, LLP. Kerby E. Confer is Kristen Cantrell father.
Workhouse Media; Dat Dude Entertainment; and Jam Street Media, “More To It With Marcellus Wiley” will drop next Tuesday (10/18) on The Dan Patrick Podcast Network. Former co-host of FS1’s “Speak For Yourself” and ESPN’s “SportsNation,” all-pro defensive end Wiley played ten seasons in the NFL for four different teams. Patrick opines, “Marcellus’ frequent appearances on my show always stood out because he never showed up with cliché comments. He’s never been boring and I love that he brings something new to every conversation. I’m looking forward to listening to his new show and thrilled that he’s officially part of our family.” Wiley notes, “I’m honored to work with the legendary trailblazer Dan Patrick, whose path of success perfectly embodies the title of this podcast. I’m so excited to share these amazing journeys of perseverance and success with the world to inspire the inner power we all possess.” Wiley’s podcast will feature conversations with athletes, entertainers, and people with surprising stories that prove there’s more to everyone’s reality than meets the eye. It kicks off with an interview with rapper Lil Wayne. Future scheduled guests include Anthony Anderson, Charles Barkley, Snoop Dogg, Andrew Yang, Deion Sanders and Ben Horowitz.
Andrew Devall, presidents of Texas entities Falls Media and Q-Media Group, respectively, wrote they “were entirely unaware of our participation in this proceeding and did not knowingly consent to having our name included on such filings. We are relatively small radio broadcast operators with enormous demands on our limited time and resources. In general, we do not have the bandwidth to personally monitor activities at the FCC. Given this highly unusual circumstance, [we] respectfully request that the Commission remove the prior filings indicating our support for GBS’s requested rule change from the record.” According to Colorado broadcasters Scott Poese (Ranchland Broadcasting) and Warren Epstein (Pikes Peak College), comments filed under their names “do not accurately reflect our views. Contrary to what the comments indicate, [we] do not support the GeoBroadcast Solutions petition or believe it would benefit our stations or the public.”
Monday Memo: Plan NOW For The Big Story. “When-the-fit-hits-the-shan, news/talk stations need to be conspicuous.” In this week’s column, consultant Holland Cooke uses that colorful quote as he provides four suggestions for stations to re-familiarize themselves with their network’s continuing coverage routine.” Read Holland Cooke’s column 
Pending Business: To Do Lists. Radio sales pro Steve Lapa knows the importance of being organized in running a sales department or being a seller in this business. He gains inspiration from Benjamin Franklin – an incredibly busy man known for creating “To Do” lists – in drawing up five important things he suggests you include in creating yours each day. Read it 
Hundred” an astounding 27 consecutive years, the highly affable “Jimbo” is calling it quits due to health reasons. Beginning next Monday (10/17), Rich Valdes will succeed Bohannon on the weeknight, three-hour (10:00 pm – 1:00 am) Cumulus Media Westwood One broadcast. Bohannon states, “It’s been a great 40 years with Westwood One – the last 30 of which as host of ‘The Jim Bohannon Show.’ I’ve enjoyed every minute of our daily nighttime town hall with my guests, callers, and all of America. “Now, I’d like to introduce Rich Valdes, a very bright, vibrant young man who will be taking over in the same tradition.” Cumulus Media executive vice president of corporate marketing/Westwood One president Suzanne Grimes remarks, “We celebrate Jim’s long radio history and all his achievements, including his induction into the NAB Broadcasting Hall of Fame; the First Amendment Award from the Radio Television Digital News Association; the Lifetime Achievement Award from TALKERS Magazine; and his inductions into the National Radio Hall of Fame and the Missouri Broadcasters Association Hall of Fame. We are especially proud that Jim has been an invaluable member of our Westwood One family these many years – he is truly an industry legend. As we pass the baton to Rich Valdes, we’re excited to bring a new name and voice to talk radio. We look forward to continuing our tradition of providing the best programming to our affiliates and listeners.” Valdes notes, “No one can ever fill Jim’s shoes. I consider it a blessing and great honor to be part of the next generation of late-night talk show hosts, following the tradition of Jim Bohannon and Larry King.” TALKERS founder/publisher Michael Harrison has a very candid conversation with Bohannon on PodcastOne’s “The Michael Harrison Interview,” which drops tomorrow (Tuesday, 10/11). Bohannon joined Westwood One in 1983 and spent over 31 years as host of the early morning weekday news magazine “America in the Morning” and previously hosted “America This Week.” He began his career in 1960 at KLWT-AM, his hometown station in Lebanon, Missouri.
market president Chris Oliviero, Scheld writes that “Audacy New York is in great hands.” Also included in the memo, Scheld states an Audacy arrangement with SAG-AFTRA signifies a new strategy, combining WCBS-AM’s resources with those of co-owned/similarly-formatted WINS. “[It’s] a plan I have endorsed and frankly helped design.” Scheld was a WCBS-AM reporter from 1987 – 1994 and rejoined the station in 2003, after a nine-year stint as a correspondent for ABC Radio News. In addition to his WCBS-AM duties, he’s chair of the Radio Television Digital News Association.
vice president/market manager Larry Blumhagen comments, “This is a bittersweet day for us, as it’s hard to say goodbye to the legendary KGO, which has been a part of listeners’ lives for so many years. We want to thank all the people who have been a part of KGO’s historic run these many years and the listeners who loyally tuned into the station. Times change, and we must change with them. We are excited about this new chapter and look forward to serving the Bay Area’s passionate sports fans in an incomparable way.” Cumulus San Francisco sports talk KNBR and KTCT program director Kevin Graham adds PD duties for “The Spread” and notes, “We are pleased to introduce sports-betting radio to our community. The station will feature a lineup of expert personalities that deliver unique sports talk and sports betting insights that entertain, inform, and engage. While [KGO] will feature specific gambling information, we believe our entertaining presentation will make it a favorite for all Bay area sports fans and a perfect complement to the legendary KNBR and KTCT.” The station’s weekday programming lineup includes: Joe Ostrowski, Joe Giglio, and Erin Hawksworth (6:00 am – 9:00 am); Jim Rome (9:00 am – 12:00 noon); Nick Kostos and Ken Barkley (12:00 noon – 4:00 pm); Quinton Mayo, Trysta Krick, and Ryan Horvat with “Bet MGM Tonight” (4:00 pm – 8:00 pm); and CBS Sports Radio (8:00 pm – 12:00 midnight). Among persons 6+ in Nielsen Audio’s September 2022 San Francisco sweep, KGO “810 AM” was up two-tenths from August 2022 (1.5 – 1.7, #21 to #20). In San Jose, KGO registers its fourth straight uptick for a combined +1.0 (1.7 – 2.0 – 2.2 – 2.6 – 2.7, 6+) and ranks #13.
Round Three of September PPMs Released. The third of four rounds of ratings data from Nielsen Audio’s September 2022 PPM survey has been released for 12 markets including: Portland; Charlotte; San Antonio; Sacramento; Pittsburgh; Salt Lake City; Las Vegas; Orlando; Cincinnati; Cleveland; Kansas City; and Columbus. Nielsen Audio’s September 2022 sweep covered August 18 – September 14. TALKERS managing editor Mike Kinosian presents his “Ratings Takeaways” from this group of 12 markets. News/talk packs a one-two punch (6+) in Salt Lake City, where iHeartMedia’s KNRS-AM & KNRS-FM “Talk Radio” erupts with a +2.5 (9.1 – 11.6, 6+) to rank on top for the eighth month in succession, while Bonneville-owned KSL “News Radio 102.7 FM & 1160 AM” adds six-tenths (6.1 – 6.7, 6+), advancing from fourth to second. In addition to SLC, the format registers number one showings in Sacramento with iHeartMedia’s KFBK-AM & KFBK-FM “News 1530 AM & 93.1 FM” gaining eight-tenths (8.1 – 8.9, third to first, 6+), and in Cincinnati, where co-owned WLW “700 Cincinnati’s News Radio” – despite being off six-sixths – is on top for the seventh consecutive month (11.7 – 11.1, 6+). Meanwhile, Cox Media Group-owned WDBO “Orlando’s News Talk” dials up a +1.3 (3.7 – 5.0, 6+) and enters the top ten (#11 to #8). The largest (6+) August 2022 – September 2022 increase by any station in the 36 PPM-markets whose data has been released thus far is in Columbus, where Tegna-owned sports talk WBNS-FM logs a +2.6 (6.8 – 9.4, 6+); “97.1 FM The Fan” vaults from fourth to first. You can see Mike Kinosian’s complete “Ratings Takeaways” for this group of 12 markets (as well as the first two groups) 
Drew as guest of honor/keynote speaker. An additional supplemental live on-air auction is still to be staged. According to “Hurley in the Morning” Charity founder/chair Harry Hurley (pictured at the right with Jeff Van Drew), “It was an amazing, ‘Who’s Who’ evening, which will directly benefit many worthy non-for-profit organizations throughout New Jersey and beyond. For example, this special event will make it possible for the “Hurley in the Morning Charity” to make a $7,000 contribution [next June] to The Broadcasters Foundation of America. Jeff Van Drew arrived early and was the last to leave.” To date, The Harry Hurley charity has donated $21,000 to the Broadcasters Foundation of America.” Hurley, who does morning drive (6:00 am – 10:00 am) on Townsquare Media Atlantic City news/talk WPGG “WPG Talk Radio 95.5 FM & 1450 AM,” reveals that Fox News Channel/Fox News Radio’s Brian Kilmeade will be guest of honor/keynote speaker September 29, 2023 at “our fifteenth annual Hurley in the Morning Charity Dinner and Silent Auction.”
director Brent Carl Fleshman won two first-place trophies at last week’s inaugural Tennessee Association of Broadcasting’s “Excellence Awards.” Fleshman was named “Best Local On-Air Personality” and “Best Local Talk Show” in the “Small Market Radio Division,” which consists of stations not in Nashville, Memphis, Knoxville, and Chattanooga.In 2016, Fleshman won the NAB Marconi Award as “Small Market Personality of the Year” and was a finalist for that award in 2019. … “Fridays with Frankie,” a limited-edition Audacy series hosted by reality show star Frankie Grande, debuted last Friday (10/7). 
Each episode will feature a different topic and will be live aired on Audacy’s digital platform at 8:00 am (ET) and replayed until 12:00 midnight (ET). The show will also air across Audacy’s Channel Q’s network of stations. … The Society of Professional Journalists names the headquarters of the Voice of America – 330 Independence Avenue SW in Washington, DC – as a Historic Site in Journalism. The Voice of America is the editorially independent international
broadcaster funded by the United States government. SPJ international community co-chair Dan Kubiske states that, “For 80 years, the Voice of America has been a source of solid and honest journalism. From its beginning in 1942, despite being a U.S. government agency, through custom, charters and law the editorial independence of VOA journalists has not wavered.”
