SABO SEZ: P1s and Meters are Not Your Friends
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”
One of my first jobs out of college was working in the marketing department of WNBC-AM, New York. Yes, “Imus In The Morning” (Don Imus – not nice), Cousin Brucie (Bruce Morrow – nicest star who ever lived). One of my tasks was to pull ratings numbers from the computer for the sales department. I was fascinated by TIME SPENT LISTENING (TSL) and CUME numbers. I’d rank them, compare, trend them every way imaginable.
The station with the longest TIME SPENT LISTENING (TSL): The Greek language station. The station with the shortest TSL, WABC – a Top 40 rocker. The station with the highest cume, WABC.
Legendary WABC programmer Rick Sklar explained, “We wanted to be everybody’s second favorite station. Everybody’s!” WABC had a 5 million cume. Listeners always came back to WABC. That was the plan.
Regardless of the genre, building a station that everyone comes back to has been the successful tactic of all of my programming work: AC, urban, oldies and yes, talk. New Jersey 101.5, WTKS-FM, Orlando and others were designed to appeal to many listeners over and over rather than just a small group of people who never leave. What’s a more stable, predictable business? One that counts on a single listener for one hour of listening or four listeners for fifteen minutes each?
A deep, profound study of P1s and TSL can only have one result: Declining cume. It is a fatal myth that talk is a “low cume, high TSL format.” It can be, and it will die. Or it can be and has been a high cume, low TSL business that grows, is stable, and predictable. The key is careful rotation of topics, urgency, top-of-mind subjects, no theory, and lots of weather.
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.
revenue was $51.3 million, a decline of 12.6% from the same period in 2024. The company’s broadcast revenue was $40.7 million, down 11.5% from Q3 of 2024, and digital media revenue was $10.5 million, down 3% from the same period a year ago. The company posted a net loss of $2.3 million compared to the net loss of $6.6 million it posted in Q3 of 2024.
more than 20 years in Florida talk radio, Don Miller has built a reputation for being candid, unfiltered and deeply connected to the community.” Company market manager John Griffo says, “We’re thrilled to welcome Don back home to Florida Man Radio. He brings a voice that’s bold, thought-provoking, and completely authentic — exactly what Florida Man Radio is all about.” Flordia Man Radio is heard on WZLB, Ft. Walton Beach; WYOO, Panama City; and WYGC, Gainesville. JVC Broadcasting CEO John Caracciolo says there are more affiliate stations coming for the format. “Florida Man Radio is one of the most real and entertaining talk networks on the air right now,” said Caracciolo. “We’re building something different — live, local, and full of personality. This is talk radio the way it’s supposed to be, unfiltered and unafraid.”
Townsquare’s total Digital net revenue increased +2.1% year-over-year, representing 55% of the Company’s total net revenue, and Digital Segment Profit increased +3.6% year-over-year, operating at a 26% profit margin, and representing 55% of our total Segment Profit. In particular, I’d like to highlight the strong performance of our Direct Digital Advertising revenue streams 
(including the direct sales of our owned and operated digital properties and our programmatic offering), which increased +7% year-over-year in the third quarter, partially offsetting the significant short-term headwinds we are currently facing due to the deterioration in online audience trends; and the strong profit performance of Townsquare Interactive, which delivered Segment Profit growth of +21% year-over-year in the third quarter (+$1.1 million) and +19% year-over-year in the September year-to-date period (+$3.0 million). Despite numerous headwinds that we have encountered, we are proud that the execution of our Digital First Local Media strategy has allowed us to deliver excellent results for our clients, while also producing strong cash flow from operations due to the thoughtful and deliberate management of our expense base.”
period last year. Saga says this was primarily the result of an industry wide settlement with two music licensing organizations (ASCAP and BMI) resulting in a retroactive rate adjustment of approximately $2.1 million covering the period from January 1, 2022, to the quarter ended September 30, 2025. Station operating expense would have decreased $120 thousand or 0.5% for the quarter without this settlement. For the quarter, Saga had an operating loss of $626 thousand compared to operating income of $1.6 million for the same quarter last year and station operating income decreased $2.5 million to $3.5 million. Without the settlement the operating loss would have been operating income of $1.5 million compared to $1.6 million and station operating income would have been $5.6 compared to $6.0 million for the same quarter last year. Saga reports a net loss of $532,000for the quarter compared to net income of $1.3 million for the third quarter last year. Saga says its balance sheet reflects $34.2 million in cash and short-term investments as of November 3, 2025.
Atlanta Journal-Constitution. The Compass Media Networks host is heard in Atlanta on Cox Media Group’s WSB-AM/WSBB-FM. His first piece was printed in September in the wake of the slaying of Charlie Kirk. His latest column is titled, “Democrats are hungry, Republicans complacent and all politics is national,” and 
general manager has been in his current role since 2023. Audacy notes that Davis “rejoined Audacy in 2018 to lead the reboot of Audacy’s TWIN platform.” Audacy chief revenue officer Bob Philips says, “Lee has been a valued colleague and leader whose experience, dedication, and steady guidance have made a lasting impact on Audacy (as well as the companies he has worked at throughout his career). His contributions and presence will be greatly missed.”
Cincinnati – died on Sunday at age 80. As reported by John Kiesewetter at WVXU.org reports on Trumpy’s passing and his career. Trumpy pitched the idea of a sports talk program to then-general manager of WLW-AM, Cincinnati Charles Murdock but was shot down. He turned to WCKY-AM and launched the show there. Three years later, WLW-AM hired him away from WCKY. Trumpy, who played for the hometown Cincinnati Bengals from 1968-1977, would move on to national television with NBC Sports that culminated with him receiving the Pete Rozelle Award for lifetime achievement in NFL broadcasting. 
to have interviewed tens of thousands of celebrities, authors, politicians and other assorted newsmakers during his long radio career.” The Free Press obit states, “He filled a variety of roles for WJR across the decades beginning in the 1970s. Whether hosting a weekday morning or afternoon slot or doing a weekend shift, he drew fans with his friendly, upbeat style and filled ‘The Warren Pierce Show’ with a mix of interviews, movie reviews, news and weather. A dedicated fan of University of Michigan football, Pierce also did sideline reporting for WJR’s coverage of Wolverines games during the era of coach Bo Schembechler.” He left WJR in 1993 and joined WJBK-TV, Detroit as a morning news anchor. 
results has made her an invaluable leader within iHeartMedia.” Blazer has been with iHeartMedia since 2013 and serves as national news, talk, and sports brand coordinator, news director for the Florida News Network, program director for Miami’s WIOD and WINZ, and program director for Tampa’s WFLA. Market president Shari Gonzalez adds, “At iHeartMedia Miami, we’re fortunate to have exceptional programming leadership, and Grace is a shining example of that excellence. With 12 years of unwavering passion, strategic vision and meaningful impact across our organization, Grace has consistently raised the bar. We’re thrilled to recognize her achievements and promote her to lead our dynamic cluster into the future.” Blazer comments, “I’m incredibly proud and excited to step into my new role at iHeartMedia Miami. iHeartMedia is a powerhouse of creativity and bold ideas, and I’m energized by the opportunity to help shape our Miami brands growth and collaborate with some of the most extraordinary programmers in the industry.” 
follows the 5:00 am hour of “Colorado’s Morning News” anchored by Gondek. Michael Brown, former FEMA Administrator and nationally syndicated host of “The Situation with Michael Brown,” moves from sister KHOW to the 9:00 am to 12:00 noon daypart. The rest of the day’s local programming is Mandy Connell from 12:00 noon to 3:00 pm; KOA Sports with Dave Logan and Ryan Edwards from 3:00 pm to 6:00 pm, followed by “Broncos Country Tonight with Benjamin Allbright and Nick Ferguson.”
enhancing the subscriber experience through new content, deeper personalization, and continued innovation across every stage of the customer journey, driving greater engagement and value for our listeners. At the same time, we’re scaling our digital advertising business and strengthening our leadership in podcasting. Across each of these areas, we’re leveraging our unique assets to deliver sustainable profitability and long-term value for our shareholders — a strategy that is already delivering as we raise our full year guidance.” During the quarter the satcaster expanded and developed its roster of high-profile voices. It extended its agreement with Andy Cohen and celebrated the 10th anniversary of his flagship channel, Radio Andy. Stephen A. Smith also debuted on the platform, launching new political and sports programs and renewed its agreement with Megyn Kelly, expanding the partnership to include the upcoming Megyn Kelly Channel. 
Civic Media’s news/talk network, managing schedules, talent, quality control, and compliance with broadcast regulations. Key responsibilities include selecting programs, coaching on-air personalities and shows, developing promotional strategies, and ensuring the station’s sound and content align with its brand and audience needs. They blend creativity and business acumen, using audience research and ratings data to shape programming and achieve business goals.” 
them achieve their business objectives through effective radio and digital advertising. The ideal candidate will possess excellent communication skills, have an enthusiastic and outgoing personality, along with a drive to succeed. Most importantly – we are looking for hard-working salespeople who want to have FUN at work, make money, and help local businesses grow. 
morning drive (6:00 am to 9:00 am). Sister KHOW talk host Michael Brown will take over the 9:00 am to 12:00 noon slot on KOA. Kaminsky says in a social media post, “This will be the first time in decades (or maybe ever, I really don’t know) that KOA has a talk show in ‘morning drive.’ We’ll keep bringing you plenty of news but now we’re doing it in a show that also talks about the news (and lots of other things…the show won’t be very different from my current show.) Psyched to be embarking on this project with @JeanaGondek who I always have so much fun bantering with. The show will be fun, informative, and entertaining…at least that’s the goal!” Kaminsky says the “Colorado’s Morning News” program featuring Gondek will air from 5:00 am to 6:00 am.
says he’ll “oversee all aspects of sports talk content across the network, including daily technical operations, social media strategy, and brand management. He will build a talented team of hosts and producers responsible for compelling on-air programming – featuring original content, interviews, benchmarks, and fan interaction.” Williams says, “There’s never been a more exciting time to be in audio – the industry is thriving, innovative, and constantly evolving. This is a unique opportunity to build on the incredible foundation created by our partners at Audacy and BetMGM and combine it with the reach, heritage, and credibility of Westwood One Sports. I’m honored to help shape the next chapter, delivering smart, entertaining, and authentic sports content for listeners everywhere.”
8.4% excluding the $6.9 million impact from discontinuing the DailyWire and Dan Bongino relationships. The company posted a net loss of $20.4 million compared to net loss of $10.3 million in Q3 2024. Cumulus breaks down its revenue by segment and reports that its broadcast radio spot revenue declined 13.1% to $83.7 million, while network revenue fell 26.5% to $31.2 million. Total broadcast revenue was 
$114.9 million, a decrease of 17.2% from the same period in 2024. Cumulus president and CEO Mary G. Berner says, “In an advertising environment that remained challenging for legacy media, we continued to outperform. We once again gained market share in total broadcast spot as well as in digital, where our market share gains reflected the strong growth of our digital marketing services business, which was up 34% in the quarter. Additionally, we remained highly focused on re-engineering the business, reducing annualized fixed costs by $7 million and accelerating our efforts to implement a wide array of AI initiatives to drive efficiencies and enhance growth. These results underscore our disciplined focus on optimizing performance in areas that we can control. While we do not expect the current headwinds to abate in the near-term, we remain confident in our ability to position the company for long-term success through strong execution and by maximizing value from the company’s underlying assets.”
programming to their lineups. VSiN president and chief business officer Brian Musburger states, “We’re thrilled to bring these new radio markets the news, analysis, and expert insights listeners need to make more informed wagering decisions. Through the continued distribution expansion VSiN is delivering its trusted sports betting programming to more listeners than anyone else and solidifying our position as the largest sports betting radio network in the country, by far.”
from the public media organization based at The University of South Florida, capping a career of 45 years in radio and public media. She says, “My time at WUSF has been incredibly rewarding. I am proud that our commitment to public service – building community through trusted journalism, classical music, jazz, and culture – has remained steadfast. As I step away, I’m confident this mission is in excellent hands with a new generation of talented leaders and innovators dedicated to serving the community through public media.”
Conduct a “brand early and often” creative audit: Watch/listen to all your ads. Check off if your brand is mentioned in first two seconds and if there are at least five or more audio track brand mentions in 30-second ads; 2) You can look away but you cannot shut your ears: In video ads, audio branding does all the brand recall heavy lifting; 3) Audio case studies reveal implementing the “brand early and often” creative best practice generates stronger purchase intention and increased brand lift and website attribution; 4) Do you want your brand association and recall to explode? Use a jingle with melody that says the name of your company; and 5) Don’t blame the media plan or media vendors for weak attribution and brand lift: Usually creative is the issue and the ad copy fails to “brand early and often.” 
platforms like radio, podcasts, streaming music services and satellite radio, with ad-supported audio representing 64% of total listening.” Breaking that down further, the study reveals that within the ad-supported audio universe, 
consumers spent 62% of their daily time with radio, 20% with podcasts, 15% with streaming audio services and 3% with satellite radio. Among 18-34 year-olds radio accounted for 43% of daily ad-supported audio time, where podcasts accounted for 31%. And adults 35+ spent 69% of daily ad-supported audio time listening to radio and only 16% listening to podcasts. Looking at listening based on radio formats (Nielsen PPM Cross-Market AQH Share. Q3 2025. Mon-Sun 6a-Mid), news/talk garnered a 10.6 share for Persons 18+ and a 12.0 share for Persons 35+, and a 6.1 share in the 25-54 demo.