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!” 
daily lineup: “Daybreak with Brian and Jamie” airing 6:00 am to 9:00 am (starring Brian Noonan and Jamie Martinson); “The Jeff Santos Show,” airing from 2:00 pm to 5:00 pm; and “Nite Lite With Pete Schwaba and Greg Bach” airing from 5:00 pm to 7:00 pm. Civic Media vice president of product Aaron Carreno said, “We’re excited to refresh our programming with the addition of new radio shows and a continuous stream of digital content that meets audiences wherever they are. This growth reflects our commitment to delivering fresh voices, diverse perspectives, and engaging storytelling across every platform. By strengthening both our on-air and digital presence, we’re creating more opportunities for our community to connect, discover, and stay informed—anytime, anywhere.”
“Podcasting’s momentum strengthened in 2025, with audio remaining the foundation of the medium while video helped bring in new audiences. What’s most compelling is the diversity podcasting now delivers across content, platforms, and consumers. Triton’s report highlights where new listeners are engaging and how their evolving behaviors – including shopping and purchase intent – are creating a highly engaged audience that is increasingly attractive for brand investment.” One key finding from the study is that “consumption preferences vary sharply by genre. Categories primarily consumed via audio are Science (58%), History (56%), Fiction (54%), Arts (51%), and True Crime (50%), while Music (34%), Sports (32%), Kids & Family (31%), Comedy (30%), News (30%) skew more heavily toward exclusive video consumption. This emphasizes a need for differentiated content and monetization strategies.” 
Carter Sherman and Kai Wright. Guardian U.S. editor Betsy Reed says, “This project is a major step toward bringing audio and video journalism to American audiences, showcasing the breadth of our global content and reporting muscle. It’s also 
the latest step in our ongoing US expansion, which we’ve seen in recent months across politics, media, sports, culture, breaking news, and more.” Carter has been serving the Guardian as reproductive health and justice reporter since 2023 and recently published the book, The Second Coming: Sex and the Next Generation’s Fight Over Its Future (2025, Gallery). Wright was most recently host and managing editor of Notes From America with Kai Wright and has served with WNYC, New York. 
Robertson states, “Expanding WDAE’s heritage brand strengthens our long-standing broadcast and marketing partnerships with the Tampa Bay Rays, Buccaneers, Lightning, Florida Gators and USF Bulls. This evolution also reflects our continued commitment to serving Tampa Bay listeners across multiple platforms.” WDAE program director and midday host Nick Wize adds, “I am beyond excited for Tampa Bay sports fans. This is a championship market, and we’re delivering a strong, engaging lineup that brings fans closer to the teams and conversations they care about most.”
7:00 pm to 10:00 pm beginning tonight (2/2). KIRO-FM director of news and talk programming Bryan Buckalew states, “Chad has a unique ability to break down complex issues in a way that’s engaging and accessible. He respects the intelligence of the audience, values facts, and understands how to connect with listeners in a meaningful way. He’s a strong addition to our evening programming.”
Streaming radio and podcasts don’t just add reach. They double down on impact by warming the audience before they ever click.” The company adds, “Audio brings something no other channel can touch. It’s literally in your audience’s ears. It’s personal. It’s focused. And it shows up during moments where screens aren’t competing for attention, like commuting, working, cooking, unwinding. That’s when messaging sticks. Audio builds familiarity and trust early in the journey, so when someone sees your display ad, social post, or paid search result later, they’re not meeting your brand for the first time. They already recognize you. And recognition drives response.” 
WKNR-AM “ESPN Cleveland.” The station says in a social media post, “Since joining the station in 2018, he’s played a key role in shaping programming, managing content across platforms, and helping drive the station’s expanding digital strategy. We’re excited to see Jordan lead our programming and content vision now and into the future. Well deserved!” 
clarity, and consistency, earning the respect of audiences, peers, and industry leaders alike. He brings decades of experience across writing, podcasts, broadcast, and live events, along with a proven record of leadership, audience growth, and editorial excellence to one of the nation’s most influential conservative platforms. O’Connor is known for his deep understanding of the political and cultural landscape. His career spans multiple media formats, and he has built a large, loyal national audience by combining sharp analysis, principled conservatism, and engaging conversations.” O’Connor has been writing for Townhall and HotAir since 2016. His daily podcast, LARRY, is streamed at 12:00 noon ET on Townhall.com and YouTube. O’Connor comments, “Townhall has been a cornerstone of the conservative movement for decades, and I’m incredibly honored and excited to take on the role of editor. This is a platform with a powerful legacy, an outstanding team of contributors, and a loyal audience that cares deeply about ideas, culture, and the future of our country. I’m eager to build on that foundation, elevate strong conservative voices, and help Townhall continue to inform, challenge, and inspire readers every day.”
appeal of the District Court’s ruling on Cumulus’ request to seal the record and protect witnesses’ identities. That request was granted by the District Court. Cumulus Media is suing Nielsen alleging that the company is illegally leveraging its dominance over national and local radio audience data to stifle rivals and charge inflated prices. 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.
the way the commission is operating. She took issue with FCC Chair Brendan Carr’s interpretation of how the Commission should ensure that licensees operate in the public interest. She stated, “For months, this FCC has asserted an apparent roving mandate to police speech that this Administration does not like, invoking an undefined and unchecked concept known as the ‘public interest’ standard.
commercially unreasonable rate for its Nationwide Report may cause it to have to do away with the Nationwide Report altogether. This testimony accompanied Nielsen’s request for a stay pending appeal as it appeals to the Second Circuit. This is the latest in action in Cumulus’ suit alleging that 
Nielsen is illegally leveraging its dominance over national and local radio audience data to stifle rivals and charge inflated prices. Judge Vargas denied the stay pending appeal but did grant an administrative stay will be in effect only until January 16, 2026, to allow Nielsen time to file a motion for a stay in the Second Circuit Court of Appeals. Tunkel’s testimony states that the order would cause Nielsen “significant irreparable harm if required to comply with the Court’s ruling during the pendency of Nielsen’s appeal… As a result, Nielsen would not be able to apply that policy in any of the at least ten negotiations with clients that Nielsen expects to have in 2026. If Nielsen is unable to apply the Network Policy, then it will be hindered in its ability to ensure that it can recover the costs of collecting the local radio-ratings data that make up the Nationwide report and spread those costs appropriately across the customers that use the products generated from those joint costs. If Nielsen cannot recover these costs, then it may have to retire the Nationwide report, similar to when Nielsen retired its other national data product, RADAR. If it does not retire the Nationwide report, it may have to pass a higher share of the costs of collecting local data on to other customers, including local radio stations, hurting Nielsen’s negotiating position with respect to those customers, as well as those customers themselves.”
Media | Westwood One says, “The relaunch marks Bongino’s most extensive digital commitment to date, designed to meet increasing audience demand for long-form and in-depth content. The two-hour format strengthens the show’s position as a major voice in independent media, offering a highly engaging, daily destination for listeners seeking headline analysis, guest interviews, cultural commentary, and special ‘Bongino Army’ segments.” Bongino comments, “I’m excited to get back behind the mic and reconnect directly with the audience. This show has always been about cutting through the noise and talking honestly about what matters. We’re coming back bigger, bolder, and always unfiltered — exactly how people want it.” Westwood One and Cumulus Podcast Network president Collin Jones adds, “Dan Bongino is back! Few voices in talk media command the loyalty and firepower that Dan brings. His audience? Formidable. His influence? Undeniable. This promises to be an incredible journey as Dan drives the national conversation daily on the most important issues at hand, with authority that has been hard-fought and well-earned. Westwood One is beyond proud to help power the next chapter of ‘The Dan Bongino Show.’”
midday talk host Allen Stiles (right) to afternoons to join “The Drive Guys with Kevin Gleason” (left) as a co-host, effective January 12. The station says, “Allen is no stranger to Sactown Sports listeners. He has already been a key part of the Sactown Sports family as the host of ‘The Allen Stiles Show, which currently airs weekdays from 10:00 am to 2:00 pm, building a strong connection with the audience through his knowledge, passion, and engaging style.” The station has not indicated its plans for the midday daypart.
We sell advertisers the attention we earn, and earning it has never been tougher. When we design client stations’ billboards, we’re not “writing a 60” or “a 30,” or even “a 10.” It’s a one-second spot. At a glance, someone driving needs to understand what the station delivers, and why to listen.
Every media creator knows this moment. You are building a segment, you find the clip that makes the point land, and then the hesitation kicks in. Can I use this? Or am I about to invite a problem that distracts from the work itself?
accountability in government spending and policy. He has also served as executive director of the Medina County Republican Party and as national director of state legislation for Make America Healthy Again (MAHA) Action. Un Durwood says, “We’re creating a space where Northeast Ohioans can engage with the issues that matter most to them. Whether you agree or disagree, this show is about elevating the conversation and encouraging active participation in our community’s future. Educating and enlightening our fellow Ohioans in a style that encourages active audience engagement is what drives and motivates me. I look forward to mixing it up with those in our audience with whom I agree — and with those with whom I disagree.”
that the company is illegally leveraging its dominance over national and local radio audience data to stifle rivals and charge inflated prices. 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. Vargas’ injunction orders Nielsen to cease conditioning national ratings access on local subscriptions during ongoing contract negotiations. It also bars Nielsen from charging a commercially unreasonable rate for its nationwide ratings when sold as a standalone product while the case proceeds.
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.