SABO SEZ: Star Search – They’re Out There!
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”
Conventional industry wisdom: “If our morning star leaves, we’re dead. How could we replace them?”
First, loosen up the criteria. There are actual conversations taking place right now at an AC station between executives afraid to hire a great country jock because she has never “done AC.” Let that nonsense go and pay attention to the qualities of a star.
Consulting work brought regular demands to find star talent. Disruptive. Audience builders. Talent can be found anywhere, everywhere when we put down the notion of an ideal resume.
FAVORITE STORY: I was on the 23rd Street bus a few years ago. It was packed. There was a woman on her cell phone giving advice to a caller about living with a man prior to marriage. She had a big personality, easy to hear. New Yorker after New Yorker listened to this intriguing conversation and then… passenger after passenger started to express their opinions to this passenger, on a New York City bus, at rush hour. By the time she had to get off, half the bus was participating with her in her private conversation.
I wrote her a note on my card and asked her to please get in touch with me.
She did. We had coffee for one hour. It seemed like five minutes. Her life story was intriguing, overwhelming, timeless.
Anna Smith. “Anna on the Bus.” I had her in the production room at Audacy in New York and tough big city radio people gathered around the studio and whispered to me, “She should have her own show.”
Anna tells compelling stories: Her father was an 18-wheeler. He would arrive first with his deliveries. Dispatchers usually sent him to the back of the line because he was Black. After waiting for hours to dock, he was fined for late deliveries.
Anna lost several of her seven children to disease and shootings. No anger. Just “the way of the world.” Stories like that. She’s been on my show many times. She’s a radio star.
“Anna on the Bus.”
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.
retirement of Jeff Austin. The station the serves as flagship for University of Oregon Ducks football, men’s and women’s basketball and baseball. Along with these changes, the station unveils a tweaked program schedule that includes the debut of “The Firm of Harris and Marang,” airing daily from 10:00 pm to 1:00 pm and hosted by Danny Marang and Patrick Harris; “Dirt and Sprague” extending their show an hour from 6:00 am to 10:00 am; and “The Happy Hour with Luke Andersen” airing weekdays from 2:00 pm to 3:00 pm. Audacy Portland SVP and market manager Ryan Cooley says, “We’re incredibly excited to bring ‘The FAN’ to the FM dial. This move is long overdue and all about delivering a better listening experience for our audience with clearer sound and great content our fans know and love. For the first time in our history, our entire primetime on-air lineup will be 100% local and led by our new brand manager, Dusty Harrah, a native Oregonian.”
the country, particularly in rural and underserved areas. However, Americans are increasingly skeptical of media institutions, with trust in media at historic lows. That reality cannot be ignored. It is not unreasonable for taxpayers to expect transparency, accountability, and balance from any outlet receiving federal support. Nor is it unreasonable for Congress to reassess whether public funding models established in a different media era remain justified today, especially when Americans have more access to more content from more sources than ever before. This action does not signal the end of public media. Instead, it presents an opportunity for innovation, partnerships, and more localized decision-making. As a regulator, I will continue to support policies that promote access and competition in media, without presupposing that one model of funding or content creation should be immune from public scrutiny or reform.”
A radio (or video podcast) host grabs a viral clip, tosses in some sharp commentary, and shares it online. The goal? Make some noise. The result? A takedown notice for copyright infringement – and then a letter threatening a defamation suit.
defund, or threaten news outlets that support the government’s views, and there’s a reason for that. This has never been about saving money. It’s about silencing those who report the news accurately, without fear or favor. The true cost of this one-sided attack on free speech will be felt most by small and rural communities across the country. Much like the disappearance of local newspapers, cutting off support for public stations could create a new kind of ‘news desert.’ In many hard-to-reach areas, these stations may be the only source for the public to receive emergency alerts, traffic updates, and information about local events and ways to stay engaged in their own neighborhoods. Defunding them strips away these essential services and further isolates the very communities these stations seek to serve. The FCC is playing a dangerous game with its own baseless attacks on public broadcast stations. Its role should be to protect and expand the public’s access to timely, accurate news that is free from political interference. I will continue fighting this FCC’s politically motivated efforts to investigate and harass these stations.” 
In radio and podcasting, editing isn’t just technical – it shapes narratives and influences audiences. Whether trimming dead air, tightening a guest’s comment, or pulling a clip for social media, every cut leaves an impression.
Let’s look into the crystal ball. Humor me if you will.
There are two broad categories of thought: Task. Creative. When in creative mode, a person innovates, imagines, plans, and solves problems. An idea bank is a bank! Money grows from the results of imagination: new products, new music, new formats, new sales strategies. Business growth depends on new!
Let’s discuss how CBS’s $16 million settlement became a warning shot for every talk host, editor, and content creator with a mic.
business as CEO upon successful acquisition.” While both parties were doing due diligence on the CMG deal, Warshaw learned that an Audacy majority stake holder was willing to sell its stake in the company. Warshaw says he steered SFM and Del Nin to the deal that made SFM a majority stake holder of the new Audacy in early 2024. Warshaw alleges he was promised he’d be the next CEO of Audacy or that he would get 5% of SFM’s profits from the Audacy acquisition. After that though, Warshaw says Del Nin balked and denied there was ever an agreement, calling any such claims “fabricated.” Now, Soros and Del Nin filed both a Motion to Dismiss saying the “Court lacks personal jurisdiction over Mr. Del Nin under Connecticut’s long-arm statute”; and a Motion to Revise that asks Warshaw to revise his complaint with specific details about his contracts – written or verbal – that he claims were breached, and more. In the Motion to Revise, Soros and Del Nin imply that Warshaw doesn’t have the contractual proof necessary to support his claim. 
marketers about perceived media effectiveness in which radio came in last place, behind all measured traditional and digital media types. According to Nielsen’s global ROI benchmarks, radio delivers the second highest return for advertisers, second only to social media. Nielsen’s ROI benchmarks show radio delivers higher returns for advertisers than all other other traditional media. While radio is perceived to be less effective than digital media, it delivers an ROI +30% higher than video and display, and +70% higher than search and CTV. 
called, “For Radio Geeks Only,” and will feature Sirott and Landecker reminiscing about their time working together as music DJs from 1973 to 1980 on WLS-AM. Sirott says, “We played the hits and had more fun than humans should be allowed to have. Besides the music, there were encounters with stars, personal appearances with fans and endless stories to go with it all.”
years in that role. Snow doesn’t say much about his departure other than to post to his X account, “It’s been real, WBAL! On to the next great adventure! Thank you all for being part of a wonderful chapter of my life!” WBAL’s website doesn’t reveal what the station plans to air in the PM drive daypart.
owned radio station, a distinction underscored by its long-standing dedication to providing authentic, community-focused content hosted by Tallahassee media staples like legendary sports talk host Jeff Cameron, award-winning morning show host Greg Tish, and investigative reporter Steve Stewart.” Jopling says, “As someone who has lived and worked in Tallahassee for over 23 years, I understand how important it is for our city to have trusted local voices on the airwaves. This transition isn’t just about ownership — it’s about strengthening our commitment to the people of Florida’s capital city. We’ll continue to focus on real news, real conversations, and real connections that matter to the people that live here — delivered by people who live here, too.” Jopling adds, “We’ve had a lot of success at 93.3, and we are thankful for the continued support of all our incredible listeners, fans, and advertisers. Or as we like to call them, our extended family. I’ve been privileged to be in charge of the station, but now, as the owner, I know our family will only get better.”
($2.7 billion), #2 direct mail ($2.5 billion), #3 PC/laptop ($2.3 billion), and #4 TV OTA+digital ($1.6 billion). The report notes that 64% of the state’s total ad spend in done in three markets: Miami-Fort Lauderdale, Tampa-St. Petersburgh-Sarasota, and Orlando-Daytona Beach-Melbourne. 
provide cultural, social, and political commentary across all FOX News Media platforms. Cooper launched her podcast, “The Brett Cooper Show” in January 2025. From 2022-2024, Cooper hosted “The Comments Section,” a video podcast on The Daily Wire.
House lawn press conference sparked a wave of on-air and online conversations about the state of the media and appropriate use of the English language in the rapidly changing digital era. TALKERS publisher Michael Harrison appeared as a guest this morning (6/25) on the highly popular Gene Valicenti morning drive show on WPRO-AM, Providence sharing his take on the matter including legal and cultural aspects of whether to bleep or “let it fly.” 
at how iHeartMedia handled the process of using AI to translate and voice-clone the original podcast hosts. iHeartPodcasts president Will Pearson is quoted saying the AI translations faced two main challenges: ensuring accuracy and preserving each show’s unique tone. iHeartMedia worked with the company Speechlab to clone the voices of the hosts use them to read the show’s transcript in multiple languages. Pearson also says about a quarter of his company’s downloads come from outside the U.S. 
are grateful to Steve and Ken Thiele (founder & executive chairman) for their magnanimous corporate contribution to support the work of the Broadcasters Foundation. With support like this from the broadcast industry, the Broadcasters Foundation can continue to deliver much-needed aid to those in our business who need it most. We hope this match campaign inspires other organizations to find impactful ways to support our unique mission.” For information about the Broadcasters Foundation, including how to make a donation or apply for aid, please visit 
If you saved back issues from when TALKERS was a print tabloid, dig-down about 20 years into the stack. A couple times a year beginning then, I was reporting from conferences then called The Podcast and New Media Expo, which later evolved into NMX and BlogWorld and other incarnations.
KPIs and lower CPMs can be misleading, and a channel’s ability to claim conversion credit doesn’t necessarily translate to real value. This bias can lead to underinvestment in traditional channels, like radio, which, despite being perceived as less effective, can deliver substantial ROI.” The perceived effectiveness of radio by marketers puts it dead last in ROI. But a weighted average shows that radio is second only to social media in ROI. The study also found that “podcasts demonstrate strong ROI, comparable to TV and digital display, yet they are often overlooked or undervalued.” 
manager Liz Mayer says, “There is no denying that YouTube is playing an important role in the podcast ecosystem, especially when it comes to discovering new podcasts. However, over half of weekly podcast consumers indicate they consume via audio primarily. So, while the new video capabilities are exciting and need to be focused on, the industry can’t forget that it’s what consumers are hearing that is most important.” Highlights from the report include: 1) Audio remains the primary mode of podcast consumption (58%) despite growing video options; 2) YouTube is the leading podcast platform, yet it is not a walled garden as consumers listen to podcasts across multiple platforms; 3) Podcast discovery: YouTube is the place to be found; 44% of new podcast audiences started listening on YouTube; 4) Downloads and listens underestimate the actual audience: The current download impression model fails to account for co-listening; and 5) Why podcast advertising works so well: Podcasts hosts are three times more influential than social media influencers. 
With so many of us taking vacation time soon, guest hosts are often local somebodies who are not career broadcasters and don’t share our second-nature performance routines. For their benefit, these tips, based on my experience on both sides of the mic:
At first, I thought it was a joke. When I realized there were serious people having serious meetings about the joke, it became both horrific and symptomatic
U.S. House in Florida’s 5th Congressional District as a Republican. Since exiting WOKV in February of 2024, Kaye has been hosting daily podcasts, “Mark Kaye Saves the Republic,” and “The 47 Daily.” Kaye says he’ll challenge incumbent Republican Congressman John Rutherford. Kaye says, “I’ve been shouting into microphones and TV cameras about these lazy politicians for years, but nothing’s changed. So, I will go to Washington and shout at them from the House floor!”
This coming Sunday, June 15, is Father’s Day. For that day – and the Friday before (hint-hint) – you might have already readied Harry Chapin’s “