SABO SEZ: Ratings Lessons from Dr. Ruth
By Walter Sabo
CEO, Sabo Media Action Partners
A.K.A. Walter M Sterling
Host, WPHT, Philadelphia – daily
Talk Media Network – Sundays
Dr. Ruth Westheimer holds the audience share record for 18-34s in New York.
When her first-ever radio show launched on WYNY-FM it was 15 minutes a week. She solicited letters. By the end of the second week, she had gotten over 1,000 letters.
General manager Dan Griffin put her on the air. Mitch Lebe had a good talk show and had booked Ruth as a guest… she was memorable! Betty Elam, public affairs director met her at a City College lecture. Everyone saw and felt the potential, but it was Mr. Griffin who came to me with the plan to hire Dr. Ruth. I was executive vice president in charge of the NBC FM stations and WYNY-FM was my responsibility. Being tactically and boldly irresponsible I said, “Yup, put her on.”
A few months later, Al Brady Law the next GM and Pete Salant expanded her show to two hours on Sunday nights taking live phone calls. Very quickly she got on the cover of PEOPLE, guested on the “Tonight Show” and became Dr. Ruth!
How did this happen?
— Dan Griffin had been in the CIA. He was brilliant, fearless, and Catholic. I never heard him raise his voice or do anything without reasons and facts. My confidence in his judgement made a sex talk show easy to launch. He knew how to talk to humorless lawyers, advertisers, listeners and the NBC Standards and Practices department.
Dr Ruth’s world was fearless thanks to Dan Griffin. Amateur GMs would have panicked when she said, “blow job” and “vagina,” every week. Dan never blinked.
The underpinning of her success was the lack of fear. Management was fearless. She was fearless. Therefore, she could be authentic. Authenticity is rare, appealing, and always successful. Today, I’ve known talent beaten for making fun of Erin Andrews or posting a meme. How would that management have handled Dr. Ruth? They’d be passed out under the table. When listeners, lawyers, advertisers complain – that means it’s working!
Note GMs Griffin and Law were GOAT programmers who had never spent a second in sales.
— Dr. Ruth had two bullet wounds from her service in the Israeli army. She had no fear – of anything. This is key – she had no concerns about the comments of her psychologist peers or her private patients. Every other radio psychologist I’ve worked with were all concerned about their colleagues’ reactions to their radio work. Not Ruth. She maintained a listed private practice in Manhattan the rest of her life.
— She took direction. We gave her a few tips on how to take phone calls, how to pace a radio show. She embraced and enacted them all.
— Relentless promoter. Dr. Ruth was a self-made star. Every single day, at every meeting she pushed for more air time, press, appearances. She was happy to show up, do the heavy lifting, and work on every possible opportunity to grow the show. All whoopee parties were good news for Dr. Ruth. She launched two cable networks including Lifetime.
— She focused on the cross hairs of her expertise and the listeners’ interests. She never strayed from her knowledge and the listener’s expectations.
Dr. Ruth entered the Radio Hall of Fame without objection from anyone.
She received a purple heart from her service in the Israeli army.
And she was funny as heaven. Thank you, Dr. Ruth.
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.
reporter James Flippin will capture the excitement from the convention floor with up-to-the-minute reports and on-the-spot interviews. WABC Radio host Jeanine Pirro will be attending the Convention and will stop by the WABC Radio Booth to share her views.” Company CEO John Catsimatidis adds, “This is an important time in America, and Americans want to know who will be the next president. As a trusted news and political source, it is our responsibility to provide WABC Radio listeners and our affiliated stations’ listeners vital information and insightful commentary live from the Republican National Convention.
iHeartMedia’s news/talk WFLF, Orlando, airing from 7:00 pm to 10:00 pm. iHeartMedia Orlando SVP of programming Ken Holiday states, “We are thrilled to welcome Jesse Kelly to WFLA Orlando! Starting Monday, July 15, Jesse will bring his unfiltered and unapologetic insights to our listeners. From history to politics to pizza, Jesse’s show has it all in a no-nonsense kind of way. Whether you’re a veteran like Jesse or just a good ol’ fashioned red-blooded American, the show has something for everyone.”
added to the program schedule at Nexstar Media’s WGN, Chicago beginning Monday (7/15). WGN Radio VP and general manager Mary Sandberg Boyle says, “‘The Other Side of Midnight with Frank Morano’ is engaging, creative, and lively – a trifecta not often found in late night radio shows.” 
The second of four rounds of ratings data from Nielsen Audio’s June 2024 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego Tampa, Denver, Baltimore, and St. Louis. The survey period covered May 23 through June 19. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media’s news/talk WMAL-FM slips two-tenths to a 3.6 share (weekly, 6+ AQH share) and remains ranked #11 in the market, while Hubbard Broadcasting’s all-news WTOP-FM rises 1.3 shares to a 9.5 share and stays locked in the #2 rank. In Seattle, Bonneville’s news/talk KIRO-FM adds four-tenths to finish with a 4.9 share that lifts it to the #5 rank, while sister conservative talk KTTH-AM adds a half share to finish with a 2.0 share good for the #22 rank, and Lotus Communications’ conservative talk KVI tacks on three-tenths for a 2.1 share good for the #21 rank. In Phoenix, iHeartMedia’s news/talk KFYI inches up one-tenth for a 3.5 share but falls back to the #9 rank, while Bonneville’s news/talk KTAR-FM is steady with a 2.3 share and rises to the #18 rank. 
“The Jesse Kelly Show” will originate from Milwaukee’s convention center beginning on Monday (7/15). The “Clay Travis & Buck Sexton Show” will broadcast from local affiliate “News/Talk 1130” WISN on Friday (7/19). Additionally, Sean Hannity will host “The Sean Hannity Show” along with his primetime FOX News Channel program “Hannity” live from Milwaukee. Ben Ferguson will also be on the ground in Milwaukee covering the convention for his various programs, including the nationally syndicated weekend program “The Ben Ferguson Show,” “The Ben Ferguson Podcast” and the “Verdict with Ted Cruz” podcast.
hour appearance, Trump did not bring up the matter of Joe Biden’s health but stated that he didn’t care whether Biden stays in the race as the Democratic nominee or not, believing that he has the voter support to beat any Democrat because they all share the same “radical lunatic” policies. He also told Kilmeade that he plans to announce his vice-presidential candidate pick just before next week’s Republican National Convention in Milwaukee. When asked if the pick would be influenced by whether or not Biden drops out of the race, Trump responded, “No” adding, VP Kamala Harris is “a disaster.” Kilmeade pressed the former president on a number of issues including NATO, immigration, and the economy. Trump stated that his good relationship with Putin is “a good thing” because it’ll keep us out of the growing danger of World War III and the only reason NATO members are now willing to pay their fair share of costs is because they feel threatened by the increased danger of war that has been heightened by the policies of Biden. 
held a hearing to consider whether Spadea’s being on the air after declaring his candidacy constitutes an in-kind contribution to his campaign that violates the states campaign finance laws. While the ELEC ruled Spadea can remain on the air, it required that steps be taken to avoid violating the laws. The ELEC was concerned with the disclaimer that had been airing that mentioned Spadea’s name four times. The new disclaimer is as follows: “Townsquare Media, and New Jersey 101.5 do not support, endorse, advocate, encourage, fund, or appeal for the election or defeat of any candidates for public office. Townsquare Media, its affiliates, executives, officers, and employees, including New Jersey 101.5 did not request, suggest, invite or encourage any of its employees to seek public office. Townsquare Media and New Jersey 101.5 have implemented parameters, restrictions and guidelines on the content of this broadcast to eliminate the broadcast of any content endorsing, supporting, encouraging, advocating, promoting, or appealing for the nomination, election or defeat of any candidates for public office.” 
We – inside-the-box – live and breathe radio. Listeners have their hands full just living and breathing. Their day is time crunched and financially challenging, and we want to be its soundtrack.
43% of spoken word listening, and podcasts 36%. Keep in mind that for Edison’s purposes spoken word content includes news, sports talk and play-by-play, audiobooks, talk shows, and “personalities.” Edison states, “Podcasting’s share of spoken word will almost surely surpass that of AM/FM within a few more years. There is one more thing to note – the advantage for AM/FM is coming entirely from those age 65 and older. Among those ages 13-64, podcasting has already passed AM/FM listening by, 41% to 39%. Meanwhile, among the oldest Americans age 65+, AM/FM radio continues to dominate, with a 66%-13% advantage. Curiously, that 66%-13% difference among the oldest Americans is the exact same difference we recorded for all Americans 13+ in 2017.”
Leonard H. Goldenson was the founder/chairman of ABC, Inc. Before Disney, before Capital Cities, ABC was… ABC and it was run by Mr. Goldenson. He launched the ABC Radio Networks, ABC Television Network, and the original ABC radio and television stations.
Podcast Network for multiple years. Additionally, Levin will also develop and host an all-new show for the network, his first ever original content podcast series. Levin’s radio show airs live from 6:00 pm to 9:00 pm nightly on close to 400 affiliate stations. He says, “This has been my radio home for 23 years, and I am more excited than ever – especially during these tumultuous and historic times – to continue my relationship with my first-rate broadcast partners for many years to come. I understand my obligation is to serve the millions of patriotic Americans in the audience. I am blessed to do what I do, and I am committed every day to providing detailed analyses of current events along with historic context, commentary, and my in-depth perspectives to deliver the very best broadcasting I am able to share with our many listeners.”
reporting to president and CEO Mary G. Berner and remain a member of the company’s leadership team. Berner states, “Shoshana’s promotion is a reflection of the essential and unique role that she has played at Cumulus over the last nine years. Her communications work has helped us build one of the healthiest and most positive corporate cultures in our industry. Her revenue generation efforts have resulted in millions of dollars of incremental revenue for the company and significant improvements in the competitiveness of our local market sellers. Moreover, her insights and collaborative spirit have made her an invaluable member of our leadership team and I’m looking forward to her continued success in this new role.”
a career. I am retiring today!!! I have too many people to thank who have helped me, coached me, took me under their wing and guided me. Their tutelage allowed me to work at some of the greatest radio stations in the country. I have tried to ‘pay it forward’ by coaching and programming for the last 20 years, working with incredibly talented communicators, who continue to positively affect our lives whenever you turn the radio on. 
Remember the old Gatorade commercial? The “Be like Mike” jingle accompanied a montage of gravity-defying Michael Jordan dunks.
trade publication’s most popular features. He also recently appeared as the moderator of the “Generating News/Talk Revenue” panel at the recent TALKERS 2024: Radio and Beyond conference – a role he also played at the 2023 installment of the TALKERS conference. Lapa was highly active as an advisor to Newsmax Media for the past decade in the development of its multimedia operations including Newsmax Radio. Starting on-air, then working through the ranks of programming, production and sales, Steve Lapa, at age 25, became the youngest general manager in the US of a group owned top 30 DMA radio station WGRQ, Buffalo. Continually assigned to lead turnaround properties, Steve focused on delivering revenue and audience growth through the insightful opportunities blending on-air talent creating unique programming with high-profile event partnerships. He quickly became a category innovator. Steve’s first-mover concept, developed in the early era of superstar stadium concerts, proved highly profitable across program channels, talents, and venues at all levels. Steve held upper-level management positions at 28 radio and TV stations for public and privately held companies from South Florida to San Francisco. One of his most recent positions was as VP/GM of talker WFTL, Fort Lauderdale/Miami. After successfully managing and innovating for others, Steve and financial partner Myer Feldman co-founded Ardman Broadcasting of Florida and Cape Cod, to acquire underdeveloped broadcast assets, which were developed then divested at 200-400% returns. Steve went on as founder of his own Lapcom Communications generating the same results at his wholly owned stations. Lapcom Communications was the parent company for Lapa’s current business activities until his death today. More information including arrangements will be posted when available.
Zobrist tells the St. Louis Post-Dispatch that the change is financial in nature as he is actively seeking a buyer for the station. Leaving KFNS-AM are morning hosts Cam Janssen, Charlie Marlow, and Jim Hayes; late morning host Frank Cusumano, and afternoon personalities Nate Lucas and Bernie Miklasz. In the FOX Sports Radio press release, Zobrist says, “We’re excited to expand our partnership with FOX Sports Radio to bring the biggest names in the sports talk format to St. Louis. Broadcasting FOX Sports Radio’s lineup, along with local play-by-play, will continue our commitment to delivering bold, exciting and entertaining sports talk to our listeners.”
states in a press release, “It’s with a great deal of regret that I announce today the end of an era in local broadcasting. KURM has been a mainstay in this region for nearly 45 years, dedicated to the coverage of local events across a three-state region. Our style of radio is hard to do. That, coupled with some unfortunate health circumstances, have led to this decision.” Steve Womack put the station on the air in 1979 and the Herald Leader says he managed it for 11 years before leaving to join the Army ROTC program at the University of Arkansas. Steve Womack tells the paper, “It’s a sad day, to be sure. But over time, not only has this business changed dramatically, but the listening habits of people have changed. There are simply too many outlets competing for consumers. My father is an institution. He’s among the last of a vanishing breed. He is KURM, and if he is unable to continue, it is fitting that the station retires with him.” 
$63,000 for unit members in New York or Los Angeles and $58,000 for members in other locations; Annual minimum salary increases of 3% in the first year of the contract, and 2% in the second and third year of the contract; Continued 401(k) match, after the company cut the match for non-union employees; and the right to bargain over any implementation of artificial intelligence (AI) in the workplace. In a statement, the iHeart Podcast Network’s bargaining unit states, “We are incredibly proud to announce the ratification of our first contract. After two long years of bargaining, we’ve landed on a contract that we feel greatly improves our working and everyday lives. We are excited to begin life under a union contract and to continue to advocate for our entire unit.”
