SABO SEZ: Managing the Meters is a Fatal Time Waster
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”
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
The sitcom is called: MANAGING THE METERS. Note: As a suited consultant I was a prime mover to get Arbitron off diaries and onto meters.
Worldly success is often the result of being highly focused on what one can control versus imagining what can be controlled. Nielsen can manage their meters. You can’t.
Imagining what can be controlled has led to wasting time playing MANAGING THE METERS. To participate one must learn where Nielsen meters are placed, which station has which meters, and who is carrying “your” meters. Yes, one can learn, for example, that a 19-year-old in Glendale listens to KIIS-FM for 17 hours a week. More than 17 hours in radio conference rooms will be spent playing whack-a-mole with that 19-year-old’s meter; where will it land next?
Playing MANAGING THE METERS is a major time waster and cume killer. Once upon a time many music stations embraced “request line call-in research.” Shudder. Stations would tally which songs were getting how-many requests and make on-air playlists based on those counts. Obviously call-in request playlists would appeal primarily to existing listeners and do nothing to reach new listeners. Sure, P1s are appeased but cume always dies.
And here we are: Super-serving meter holders who already listen to a station will appease P1s but cume will diminish every month. It is pure myth that “talk” is high TSL and low cume. In fact, most current talking stations do everything possible to lower cume. Casual cuming is virtually impossible. (Who is talking? What’s the number? Thanks for holding on! Who has time to hold on?). The MANAGING THE METERS fantasy gives “science” to cume-killing actions and reactions.
MANAGING THE METERS, rather than making better, bigger shows has resulted in fear, indecision, and the crime of overthinking. Nothing could be worse for a medium that thrives on emotional wallops than turning feelings into math.
What to do when tempted to play MANAGING THE METERS:
— Go for a pleasant walk and imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.
— Eat your favorite ice cream and imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.
— Call your father and thank him and imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.
— Remember that innovative programmers who CREATE – rather than copy – great stations give all of their attention to P2s and then imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.
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.
content, providing an accurate assessment of the audience’s attentiveness and engagement.” Some of the key findings include: 1) Despite lacking “sight, sound, and motion,” AM/FM radio programming was +13% more engaging than Mediaprobe’s norm for television in the U.S. For advertisers, this means the AM/FM radio context for their ads has greater engagement than the TV context; 2) Overall, AM/FM radio advertising’s Emotional Impact Score (EIS) outperformed TV advertising by +12%. These new findings validate the recently released Dentsu/Lumen study, which revealed audio ads outperform video for attention and brand recall; 3) AM/FM radio news was the most impactful genre, consistently measuring as a high-quality contextual environment for advertising (+14% greater than Mediaprobe TV News norms and +8% than total AM/FM radio); 4) Mediaprobe audio benchmarks reveal the sound contrast between AM/FM radio programming and the ads drives higher attention and brand recall. For example, ads with music and jingles perform very well in spoken word programming due to the contrast; and 5) Creative best practices: Use female voiceovers, jingles, and include five brand mentions. 
one the most successful voices in audio branding as a 2023 honoree of the Benztown 50 list of the top 50 voiceover professionals in the U.S. and Canada.” The Ambush audio imaging library is written and produced by imaging director Scott Phillips. Benztown VP, sales & operations Masa Patterson says, “JJ is world class, serving as the imaging voice for some of the best NT stations in America. Combining him with a production talent like Scott Phillips and retooling the content plan has Ambush positioned as a top-of-class resource for audio producers in the spoken word space.” Surma adds, “Scotty Phillips is an amazing writer and producer, and Ambush is a legendary resource that I leaned into many times in my years as a creative services director. The opportunity to bring my energy to such a respected and trusted audio library and company has me all fired up!” 
rate increases. Cumulus argued, “Nielsen, a monopolist engaging in anticompetitive behavior, holds all of the power during contract negotiations, resulting in an unequal bargaining dynamic that is ripe for retaliation. For example, Nielsen can and has raised its rates significantly during negotiations. 
If identifying information is revealed to Nielsen’s businesspeople, Nielsen can retaliate with additional rate increases, resulting in manifest injustice to these third parties actively involved or who will be involved in negotiations with Nielsen.” After denying Cumulus’ request on December 4, Cumulus filed a supplemental brief and on December 15 Judge Jeannette Vargas agreed with Cumulus, writing, “Cumulus has established that sufficient countervailing factors – in particular, the privacy interests of these non-party declarants, the lack of bearing these narrowly tailored redactions have on the merits of this action, and the non-party declarants’ susceptibility to economic retaliation – outweigh the strong presumption in favor of public access to judicial documents.” 
Mason says, “Ramon is the perfect embodiment of what The Zone stands for – local sports passion, credibility, and connection. His instincts, stories, and relatability make our mornings stronger and our sports brand more authentic.” Foster comments, “I am thrilled to announce the extension of my media career with ‘104.5 The Zone’ for the foreseeable future. Engaging in lively discussions about sports, life, and pop culture with our passionate listeners each morning has been instrumental in my seamless transition from the NFL. The Zone’s impressive reach in Nashville, its surrounding areas, and nationwide through digital platforms is truly unparalleled. I eagerly anticipate continuing to grow alongside our fans, the station, and Nashville and surrounding cities for many years to come. I appreciate everyone who’s supported me, my wife and kids, Zone Family, and our listening audience I run into often while out in the community. Thank you again!”
manager for the cluster that includes news/talk KMAJ-AM “The Big Talker,” sports talk KTOP-AM and four music brands. Lee announced her exit via social media saying, “After 11 years and 11 months, my position with Cumulus was eliminated. Reaching almost 12 years with a single employer is a remarkable feat in media. If you’ve listened, commented on social, came to an event, played a contest, or even waved at me while I was driving that huge van, thank you for engaging. The state of radio today can be hard to love. What’s next for me? TBD.”
host the show with WFAN personality Chris McMonigle. Audacy New York market president and chief business officer Chris Oliviero says, “Craig Carton’s return reaffirms WFAN’s position as New York’s premier sports destination for big personalities, compelling conversation, and highly engaging content that is difficult to ignore. Our 2026 lineup has familiar marquee voices all day and all night, guaranteeing that whenever you tune into ‘The Fan,’ you will be smack dab in the middle of the New York sports culture.” Carton states, “WFAN has always been home to me. Having the opportunity to return and rejoin the best sports talk station in the world is an opportunity I am eagerly looking forward to and beyond excited for.” Carton’s return bumps current afternoon team Evan Roberts and Tiki Barber to middays and current hosts Brandon Tierney and Sal Licata will exit. Additionally, “Evan and Tiki” executive producer Tommy Lugauer will host a new evening show titled, “After Hours.”
Broadcasting/Westwood One late-night airwaves, succeeding titans like Larry King and Jimbo [Jim Bohannon], and engaging with the listeners – my “amigos,” my amazing radio “familia.” I thank God for all of it! The team at Westwood One is top-notch, and I congratulate my successor on his new role. We’re passing him a solid show, and I’m confident he’ll do well. I am proud to exit the show having expanded live endorsements each year, and the reach of the program by dozens of affiliates in 2023, 2024, and 25 more in 2025. Now, it’s time for me to expand my own reach and opportunities in streaming video. I’m leaving WWO, but not leaving my microphone. I will continue to host “This Is America with Rich Valdés,” and my contributions on cable television and terrestrial radio will continue as well. In true radio fashion, I’ll leave you with a tease – stay tuned, America, because there’s more to come straight ahead in 2026! Godspeed.”
Running a successful radio station, hosting a show, or producing a podcast is a lot like hosting Thanksgiving dinner. You need a plan. You need to deliver something satisfying to a crowd with varying tastes. And most of all – if you get it right – you’ll have leftovers you can turn into even more value long after the main event.
connect with listeners, deliver compelling talk content, and handle breaking news and severe weather with credibility, confidence, and energy. As part of our award-winning team, you’ll shape the conversation every day by interviewing newsmakers, reacting to breaking stories, and engaging directly with the audience on-air and online. 
Westwood One’s long running, late night program “America at Night,” as of last night’s program (11/13). His replacement will be KTRS, St. Louis morning host McGraw Milhaven, slated to begin on December 1. Valdes took over the reins of the program in upon the passing of its longtime host Jim Bohannon in October of 2022. Stay tuned for updates and developments as they are available. Milhaven states, “I’m deeply grateful to Westwood One for entrusting me with “America at Night” — a show that builds on a proud tradition of engaging listeners during one of radio’s most meaningful times. It’s both an incredible honor and a profound responsibility. From listening to Larry King and Jim Bohannon in high school — too intimidated to call in — to now being named host of this show, this journey has exceeded anything I could have imagined. My nightly mission is simple: to seek out great stories from great storytellers — and to share a few of my own along the way.” 
About his show, McCullough says, “‘That KEVIN Show’ doesn’t whisper opinions – it detonates them. In a media world allergic to truth and humor, we bring both, with a healthy dose of common sense. I’m deeply thankful for the opportunity to grow this show with the team at Salem, and I couldn’t be more excited about what’s ahead.” McCullough is already in the Salem sphere as a columnist for Townhall.com and a regular contributor to the Salem News Channel and BizTV. Salem SVP of spoken word format Phil Boyce comments, “Kevin McCullough is one of the most engaging communicators in talk radio. He brings a bold voice with strong convictions, a great sense of humor, and a deep faith that shines through in every broadcast. We’re thrilled to welcome That KEVIN Show to SRN and know it will connect powerfully with listeners across both our news/talk and Christian talk stations.” The KEVIN Show will also produce weekend editions airing from 8:00 am to 10:00 am ET on the Salem News Channel and 9:00 pm to 11:00 pm ET on SRN Radio.
the same period a year ago. Urban One CEO and president Alfred C. Liggins, III says, “Third quarter results came in slightly softer than expected across the board. Core radio, excluding political, finished down 8.1%, and our Radio segment is currently pacing down 30.2% all-in and 6.4% ex-political for the fourth quarter of 2025. Revenues at our Reach Media and Digital segments were down 40.0% and 30.0% respectively, which was on the lower end of expectations. Cable TV advertising was down 5.4% and affiliate revenue was down 9.1% driven by continuing subscriber churn. In light of the soft overall market conditions, we are reducing our full year guidance from $60 million of Adjusted EBITDA to $56 to $58 million. Our focus remains on controlling costs, managing debt, leverage and liquidity. During the third quarter of 2025, we repurchased $4.5 million of our 2028 Notes at an average price of approximately 52.0% of par, reducing our outstanding debt balance to $487.8 million.” 
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.” 
comments, “It has been such a privilege to be part of the NewsTalkSTL team from the outset. I am thrilled to be joining ‘The Mike Ferguson in the Morning Show’ as co-host. I can’t wait to be part of the conversation with 
Mike and our NewsTalkSTL listeners every weekday morning.” Ferguson adds, “Susie is the perfect addition to the show. We’re fortunate to be able to add someone who does such great work in the conservative movement through RedState and knows our community here in St. Louis. Our audience knows Susie, likes her, and respects her. We’re going to miss Gabe, but we’re excited about what Susie brings to the show.” NewsTalk STL is head on three signals in the region: KNBS-FM, Bowling Green; KLJY-HD2, St. Louis; and translator K270BW, Bellefontaine, Missouri.
charge inflated prices, according to a report by Reuters. At the heart of the complaint is the charge that Nielsen is providing access to the national broadcast radio ratings only if the client spends a lot of extra money on 
the separate local ratings. Cumulus argues that Nielsen’s policy forces them to buy ratings in U.S. markets where it doesn’t operate stations in order to have the complete national ratings data. Nielsen has stated that Cumulus’ suit is “entirely without merit” and “we will respond accordingly.” The complaint also says Nielsen is “degrading product quality, raising prices without justification and blocking competitors from gaining footholds in the industry.” 
it appears that allowing the former programmer to resign, firing half the news department, and pulling back on advertising and marketing didn’t work the ratings magic they originally had hoped for. In my opinion, KFI has seemed rudderless since Robin Bertolucci left the programming spot last November. The current programmer Brian Long, meanwhile, is also in charge of KLAC (570 AM) and KEIB (1150 AM), but with no time, a limited budget, and a decimated news department, the result is what it is. I don’t blame him at all. For his part, O’Kelly is keeping it positive, posting on Facebook, ‘All jobs end. It is not our lives or our health. Perspective is paramount. There is nothing to be sad about here. I’m genuinely excited for the future.’” Kelly is ranked #83 in the TALKERS 2025 Heavy Hundred. 
market manager Steve Sinicropi says, “We are proud to launch UPSTATE RED and bring a new conservative voice to the Upstate region. ‘UPSTATE RED’ will be a premier destination for principled conversation, insightful news, and engaging talk with some of the biggest names in national talk radio, providing the most important news and information to the Upstate.” The programming lineup includes Premiere Networks’ Glenn Beck, Clay Travis & Buck Sexton, Sean Hannity, and Jesse Kelly, as well as Michael DelGiorno in mornings, Westwood One’s Rich Valdes in late nights and FOX News Radio’s Will Cain.
Sure, radio’s superpower is that we’re live. But 75% of all advertising dollars are now spent on digital. And Netflix, YouTube, and podcast platforms have conditioned consumers to expect that their content will wait for them (“on-demand”), not the other way around (“linear,” meaning real-time on-air). If your best content disappears the moment it airs, you’re leaking value. Think: time-shifted, searchable, and shareable.
Federal Communications Commissioner Anna M. Gomez issued a statement criticizing the Commission’s threats against ABC that, in part, led to the suspension of the “Jimmy Kimmel Live!” program. Her statement is as follows: “We cannot allow an inexcusable act of political violence to be twisted into ajustification for government censorship and control. First, an ABC reporter was told that his coverage amounted to hate speech and that he should be prosecuted simply for doing his job. Then, the FCC threatened to go after this same network, seizing on a late-night comedian’s inopportune joke as a pretext to punish speech it disliked. That led to a shameful show of cowardly corporate capitulation by ABC that has put the foundation of the First Amendment in danger.
“FOX & Friends Weekend” with Rachel Campos-Duffy, Charlie Hurt and Griff Jenkins hosting live outside State Farm Stadium. Maria Bartiromo will anchor “Sunday Morning Futures” from the same location. “Saturday in America” host and co-host of “Outnumbered” Kayleigh McEnany and “FOX & Friends” co-host Lawrence Jones will present live special coverage of the memorial proceedings.
her SiriusXM podcast, former FOX News Channel star Megyn Kelly criticized FOX for, as she calls it, talking like he was theirs. “It’s really bothering me how FOX News is talking about Charlie, like he was theirs — he wasn’t. It’s a lie. Just stop.” Kelly accuses FOX of making Kirk persona non grata after the company fired Tucker Carlson because Kirk was supportive of Carlson. The story from Newsmax adds that “Kirk appeared to be completely absent from FOX News in 2023 after Carlson’s firing and early 2024 – though Kelly claimed the network would give him brief appearances to cover for their effective ban.” The Newsmax piece goes on to quote Kirk on the matter. “Since Tucker’s departure, I haven’t been on. And so we had to do an event without FOX. And that was a great thing, man, because sometimes desperation is the mother of innovation, right?” 
Carolina Senate District 12 seat – Justin Bradley, Lee Bright and Hope Blackley – will take part in the 90-minute debate in which WORD hosts Joey Hudson and Bill Frady will moderate the debate. Audacy South Carolina operations manager Mark Hendrix says, “This debate will give our listeners and the community a chance to hear directly from the candidates, understand their positions, and make informed decisions as election day approaches.”
and “Up First” stayed in the #1 and #2 spots, respectively. News/talk radio related shows of note include Cumulus Podcast Network’s “VINCE” rising two places to #11 and iHeart Audience Network’s “Armstrong & Getty On Demand” climbs two places to #22. The ranker is based on weekly average downloads for participating publishers. 
Salem Radio Network announces that Megyn Kelly is hosting “The Charlie Kirk Show” today (9/17). This week, guest hosts have included Vice President JD Vance and Glenn Beck. It appears SRN will continue to present more high-profile talk media personalities as guest host of the show. Additionally, Salem Radio Network will provide live coverage of the Charlie Kirk Memorial Service from State Farm Stadium in Glendale, Arizona this Sunday, anchored by SRN’s White House correspondent Greg Clugston.
Region and Darla Isham is appointed vice president, Northern Region. Other excutive appointments include Aaron Carreno as SVP of product; John Scott as VP of marketing, and Drew Smith as VP of technology. Weil comments, “This leadership restructuring reflects our commitment to providing exceptional service to our listeners and communities across our coverage areas. Each of these executives brings deep experience and a passion for local broadcasting that aligns perfectly with our mission to serve as the voice of our communities.”