SABO SEZ: Trying is the Real Win
Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN
Serious business coaches reveal that a common trait of successful people is their ability to immediately forget their failures and to move on. Next idea. Next project. Surrounded by seas of committees, forms, rules and mediocrity, effective leaders know that just trying something, regardless of the outcome, is the WIN.
Strategic “forgetting” requires a unique worldview. An introvert’s worldview. To forget a failure means not caring what colleagues think of new ideas. Innovators do not consider if they are embraced, they care that their idea launched.
Television legend and programmer Fred Silverman recreated broadcast television. He was so successful he was recruited to helm CBS, ABC and NBC. After corporate leadership he was an independent producer commandeering four hours of prime time a week, earning… a lot.
All that mattered to him was getting it on the air. Like all programmers not everything he produced worked. One hit show is a miracle, he created dozens.
To Fred, he was proud of all his shows. He never bragged about the hits because to him, a hit was anything that got on the air. New was a hit.
Fred’s innovations can be seen on TV now. Before Fred, a TV show promo consisted of a slide and a VO. Starting at ABC, Silverman was the first to pull video from a show, edit it into a 30 second hook clip turning it into a fast-paced promo for the show. Each promo aired once. A staff of 150 people was hired to create a brand-new promo every time. Fred would often sit in the edit bays, producing fresh promos. He hated repeated promos. Finance hated him; engineering hated him; scheduling hated him. Nielsen did not hate him.
I sat many an all-nighter in edit bays as Fred’s production partner until what was on the screen matched what was in his head.
The radio greats have similar patterns of behavior: Tom Bigby, Greg Stockard, Ruth Meyer, Howard Stern, Greg Moceri, Rick Sklar, Skip Eskin, all the legends were/are focused and driven. There is no downtime. When one insists that their precise vision be implemented, they won’t have many friends, but they will have stunning results.
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
NPR’s “NPR News Now” jumps The New York Times’ “The Daily” for the #1 spot. Other moves of note include FOX Audio Network’s “FOX News Hourly Update” rising two places to #5 and Silverloch’s “VINCE” (Vince Coglianese) debuting at #7. 
Hello from Las Vegas, ever-changing yet timeless. Here this week the NAB Show is “Powering the Next Era of Storytelling.” And it’s about time. While there is now a filibuster-proof U.S. Senate majority to require that cars include AM receivers, some AM stations are being shut off. Over the weekend millions took to the streets and this morning Wall Street braced for more. So, the vibe here is positively rejuvenating.
representative survey of over 4,000 people “identifies a significant identity crisis driven by the convergence of audio-only content and video formats popularized by platforms like YouTube and Spotify.” It shows: 1) 72% of Americans 12+ consider recordings of people discussing any topic on YouTube that are also available as audio-only shows elsewhere to be a podcast; 2) Advertisers face significant barriers to investment due to inconsistent standards, fragmented reporting, and unclear attribution; and 3) A clear, shared definition and interoperable measurement are urgently needed to realize podcasting’s full economic potential. Regarding defining podcasts, they propose new working definitions as follows: Podcast (noun): “An on-demand audio-driven program featuring episodic content across wide-ranging themes and formats. Traditionally delivered via open RSS and conversational in nature, it can include platform-based distribution and is commonly supplemented by video.” And Video Podcast (noun): “An episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience.” 
$171 billion local advertising marketplace. The study reveals that “key categories are driving investments in radio advertising: investment & retirement, quick service restaurants, supermarkets, commercial banking and hospitals. BIA VP of insights and analysis Celine Matthiessen adds, “Notably, hospitals are projected to be one of the top spenders in local radio advertising in 2025, according to our advertising forecast. As they allocate parts of their media budgets to Radio Over-the-Air (OTA), 
Radio Digital and other platforms like Connected TV (CTV), it’s evident that local radio continues to be a trusted and culturally relevant medium, especially in rural and remote communities.” RAB president and CEO Mike Hulvey comments, “Our continued partnership with BIA allows RAB membership insights into opportunity across local advertising categories. Broadcast radio and its digital assets can deliver the services that local businesses want and need to increase their sales revenue. Local businesses across sectors are dependent upon marketing professionals to help guide their growth. Understanding challenges of advertising categories and potential opportunities that exist is the value that this information brings to RAB members and to their prospective advertisers.” RAB and BIA will host, “Radio Ad Forecast 2025: BIA’s Latest Projections,” at 1:00 pm ET on April 16, for RAB members. 
2019. iHeartMedia CEO and chairman Bob Pittman says, “When we began this journey together back in 2019, Brad was only able to promise us one term as a director due to his enormous commitments to Altimeter and its portfolio companies, and we’re grateful he gave us five terms. We appreciate all the contributions he made during that time, especially his experience and view of technology and the future – which helped us determine how to make the technology transitions we needed to maximize our revenue opportunities in an increasingly data-focused and technology-led marketplace. He’s had a significant impact on iHeart’s success and our vision for the company’s direction.” The company announces that its board of directors is nominating Robert Millard to stand for election at the its 2025 Annual Meeting of Stockholders on May 13. Millard is a director of Evercore, an international investment bank, and co-founder and former Chairman of the Board of L3 Technologies, a major defense technology company.
fundamental ownership restrictions have remained largely unchanged since the 1990s, imposing undue constraints on broadcasters’ ability to innovate and invest in local content. These regulations are a relic of an era when broadcasters were the only electronic media. Today, any one of the largest Big Tech platforms dwarfs the entire broadcast industry – yet they are held to no similar limitations on their reach. This imbalance places broadcasters at a severe disadvantage in competing for advertising dollars and audience engagement… We urge the FCC to act swiftly in eliminating antiquated ownership restrictions and to embrace a broadcast regulatory framework that reflects the realities of today’s dynamic media ecosystem.” 
hosts to connect to each Gagl session. Gagl + Hotline is a premium tier for US-based clients that enhances the audio quality from mobile phone callers. A 10-digit phone number is provided to Hotline subscribers which allows one contributor in the Gagl session to connect by dialing a number instead of clicking a web link. Gagl Solo is available for individuals to connect to the studio at no cost. Comrex is also unveiling its new FieldLink – a hardware-based IP audio codec that serves as a “press box” codec designed to replace expensive wireless mic/IFB solutions and move audio from sideline reporters efficiently to the pressbox. For more information on FieldLink or other Comrex products visit 
Corporate cost cuts continue. In 
communicate directly with the Company’s management and directors regarding our views and concerns.” Gate City owns an almost 14% stake in Saga. Melby expresses Gate City’s concerns about Saga, saying, “Gate City’s decision to nominate directors was based on our belief that Saga was determined to pursue its Digital Transformation regardless of the negative impact the transformation could have on Saga’s profitability, cash flow, and share price. Our determination was made following careful analysis and nearly nine months of conversations with the Company’s senior leadership and Board. We repeatedly expressed our concerns 
that Saga lacked the expertise, and the competitive advantages required to succeed in the low-margin and highly competitive digital advertising space. The pursuit of the Digital Transformation would also divert time, attention, and resources away from the Saga’s core broadcast business, where Saga has competitive advantages and earns high incremental margins. Saga also failed to provide investors with any meaningful financial targets or metrics associated with the Digital Transformation including expectations for incremental revenues, costs, margins, and return on investment. Our recommendation that Saga partner with a digitally-savvy company with the capability and experience to execute Saga’s digital strategy without the added costs and risks associated with the transformation was also dismissed.” Melby’s criticism of Saga Communications’ business strategy continues, “In 2024, the Company’s station operating income fell 23.1% year-over-year to $21.1 million, the Company’s operating income fell 79% year-over-year to $2.4 million, and the Company’s operating profit margin fell to 2.1% in 2024 from 10.2% in 2023, a decline of over 800 bps. To make matters worse, this deterioration in financial results occurred during a presidential election year, when Saga should benefit from elevated levels of political spending. Our concern that the pursuit of the Digital Transformation strategy could detract from the Company’s highly profitable broadcast business also appears prescient. On Saga’s Q4 2024 earnings call, the Company noted that it generated $3.3 million in political revenue in 2024. Saga’s 2024 political advertising revenue declined 52% from the $6.9 million generated in 2020 (the last presidential election year) and also fell from the $3.6 million generated in the 2022 midterm election year. The Company’s two largest stations by revenue are located in the battleground states of Ohio and Wisconsin, calling into question the Company’s explanation that Saga’s stations were not in the correct markets. In addition to posting poor financial results, on March 18, 2025, Saga issued a financial filing stating that the Company would be unable to file its 10-K annual report in a timely fashion. This filing further highlights the potential challenges faced by the Company in executing the Digital Transformation.” 
was co-host of the morning drive show with co-host Kevin Bowen. Cook was co-host of the midday “Query & Company” program with Jake Query. In the aftermath, Sweeney posted to X: “Let me say this… I loved covering your teams. The @Pacers are a class act organization and covering an NFL team @Colts was something I wanted. Also, it was great working with super dudes like @KBowen1070 and @MarcD1075. I wish them the best, but they won’t need it.” 
election, its reporting on the origins of the coronavirus in China, and the investigation into Trump’s ties to Russia during his first term. U.S. Rep. Jim Jordan (R-OH) told Maher, “You guys were 0-for-3 on three of the biggest stories in the country.” Maher was also pressed by U.S. Rep. William Timmons (R-SC) about comments she made before she was CEO of NPR in which she called Donald Trump a sociopath, a racist and deranged and asked how she could helm a news organization with that kind of inherent bias. She replied, “There is strong firewall between me and the newsroom,” and said her political thinking and personal worldview have changed in recent years, adding, “I regret those tweets; I would not tweet them again today.” The story notes that Maher said she “respected” the lawmakers’ concerns and promised NPR is doing more under her watch to “beef up our editorial standards” and “make sure we have more points of view reflected in every story.” 
establishment in 1970, the RTDNA Foundation has provided more than $1 million in scholarships and fellowships to about 600 aspiring journalists, fulfilling its role as the educational and charitable wing of the Radio Television Digital News Association. Some have gone on to become reporters, producers and news directors, covering local and national issues that matter to their communities. Others have ventured into related professions, such as White House speechwriters, media regulatory attorneys and journalism educators. Several former recipients have also contributed to RTDNA’s leadership by serving as board members, while many have been honored with prestigious Murrow Awards.” 
NAB says, “Local radio stations provide trusted news, sports and entertainment to their communities free of charge, but stations’ ability to do so would be greatly threatened if faced with a new performance tax, on top of the hundreds of millions of dollars local stations already pay each year in copyright and streaming fees.” The second resolution calls on legislators to support the AM Radio for Every Vehicle Act that would ensure the continued availability of AM in all newly manufactured vehicles. NAB president and CEO Curtis LeGeyt comments, “On the heels of an incredibly successful State Leadership Conference, where over 560 local TV and radio broadcasters traveled to Washington, DC to meet with lawmakers on Capitol Hill, congressional support for local radio is strong. State broadcaster associations play a pivotal role in our advocacy efforts, and I am proud to see the collective unity behind these resolutions.”
in Texas and several other conservative talk personalities, Federal Communications Commission Chairman Brendan Carr posted the following to his X account, “The recent surge in ‘swatting’ attacks against conservatives is a dangerous form of political violence. I’ve been in touch with law enforcement to ensure they have access to the trace back resources that locate a call’s originating point. Bad actors will face accountability.” So far, no one has been hurt in these swatting incidents. If you missed Joe Pags’ account of what happened to him, 
Thank you, TALKERS for placing me on two panels at the IBSNYC conference. All student conferences have one underlying goal: Attendees want to know how to land a starter job in media. Here’s the information I shared with the eager crowd.
November after a fall in his home in which he suffered a spinal cord injury. Prager is going through extensive rehabilitation. Charlie Kirk has been hosting his show live in the same 12:00 noon to 3:00 pm ET daypart as Prager since October of 2020 and SRN says this will be an easy transition for most stations. Prager and 
Salem have agreed to his return for one hour a day, airing 2:00 pm to 3:00 pm ET, starting Tuesday, June 3. Salem SVP of spoken word Phil Boyce says, “Dennis may have some physical limitations at the moment, but his wit, wisdom, insights and passion are as strong and as clear as ever and we are delighted at his spirit and resolve to return to his audience. We want Dennis to remain a part of the Salem family and want his millions of loyal fans to continue to hear his voice. Affiliates of Charlie will continue to get the Kirk show with no interruption, and affiliates of Dennis will soon get Charlie Kirk as a strong and able replacement.”
“Up First” at #2. Remaining at #3 is Cumulus Podcast Network’s “The Dan Bongino Show.” Moves of note in February include iHeartRadio’s “The Daily Show: Ears Edition” rising five places to #20; Audacy’s “We Can Do Hard Things” falling six places to #25; and iHeartRadio’s “The Herd with Colin Cowherd” dropping eight places to #37. The Triton Digital U.S. Podcast Ranker is based on weekly average downloads. 
KLIX-AM, Twin Falls, Idaho; and more. Premiere Networks EVP of affiliate sales Peter Tripi states, “We couldn’t be happier to celebrate this milestone with Clay and Buck. They’ve worked hard to develop a unique brand that stands out in the marketplace and delivers unparalleled results for our partners. In addition to producing the highest-quality program, their dedication to working directly with our affiliates to drive success in markets across the country is what sets them apart.”
There has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.
addition, net income (loss) improved $26.9 million year-over-year in the fourth quarter, and $32.1 million in the year, in large part due to a reduction in non-cash impairment charges… Our Broadcast Advertising net revenue declined in-line with our expectations for 2024 (mid-single digit ex-political decline) which aligns with our view that broadcast is a mature cash cow business that will continue to face headwinds going forward, as businesses will continue to share shift from traditional advertising to digital advertising. Thankfully, we are often the beneficiary in that case, as we frequently have the most comprehensive set of digital advertising solutions available in our markets. Digital is and will continue to be Townsquare’s growth engine, and we believe Townsquare’s ability to drive profitable, sustainable digital growth is a key differentiator for our company, and consistent with our strategy of being a Digital First Local Media Company.”
offering a format in which shows use the Rumble Raiding technology to follow one another and carry audiences seamlessly into the next show. Rumble chairman and CEO Chris Pavlovski says, “This is more proof that the content creator community at Rumble is the best place to be, because this new daily lineup will help everyone and be great programming for viewers. Creators in the lineup will build off each other’s audiences, and everyone on the platform will benefit by increased traffic across the board. Unlike the broadcast day on a television network, Rumble adheres to the principles of free speech and these are shows that people actually want to watch.” 
networks, developing infrastructure, and offering innovative and advanced capabilities.” The Notice goes on to say, “The Communications Act directs the FCC to regularly review its rules to identify and eliminate those that are unnecessary in light of current circumstances, recognizing that in addition to imposing unnecessary burdens, unnecessary rules may stand in the way of deployment, expansion, competition, and technological innovation in communications that the Commission is directed to advance. Government-wide administrative law requires review of rules to ensure that unnecessary—or affirmatively detrimental—rules are not retained.” The public comment period runs through April 15 and the Commission encourages “commenters to consider certain policy factors including cost-benefit considerations, marketplace and technological changes, barrier to entry, and more, as well as statutory and regulatory retrospective review standards.” 
