SABO SEZ: There is a Need for New
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”
The groaning and moaning that “radio is losing younger demos and will die tomorrow” misses the point. What attracts younger audiences? What has always attracted younger audiences? NEW STUFF. New clothes, shows, slang, ideas… NEW. When you “found” radio, you found a top 40 station that was saturated in the latest music, events and ATTITUDE. Radio remains vital by presenting and celebrating new, shocking, contest prizes, revolutionary ideas, hosts, jocks… NEW.
Radio is good at “new.” “New” is hard for other media. A key advantage of radio over other media is the ability for a programmer or host to think of a new idea on the way to work and air that idea that day. TV, print, outdoor can’t do that.
When radio fails to present “new” it sinks lower into the media landscape. Radio is ubiquitous and only rises in the community’s consciousness when it presents “new.” When radio broadcasts predictable, consistent content hour after hour it suffers a grim listener review, “Oh I don’t listen to the radio.” Or, worse, “I don’t listen to the radio much.”
Word of mouth is not generated by playing “10 in a row” or yelling at the Democrats. Expected content cannot cause a listener to say to a friend, “Did you hear…?” Only surprises, outrageous POV and the unexpected claim precious top of mind awareness.
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.
Sports’ 24/7 network will continue to deliver unmatched live coverage, expert commentary, and real-time sports programming to millions of listeners nationwide. This extends a partnership between Westwood One and Audacy that first began with the launch of CBS Sports Radio in 2012.” Westwood One will assume programming 
and distribution for the majority of the lineup of syndicated sports programming, including “The Jim Rome Show,” anchoring the 3:00 pm to 6:00 pm ET daypart. Audacy will continue to produce BetMGM Network programs and additional weekend programming as part of the Westwood One Sports roster. The full programming lineup will be announced in the coming weeks. Audacy chief business officer Chris Oliviero comments, “Audacy and Westwood One have a long, storied history of collaboration,
and today’s evolution of our national sports partnership is that next chapter in our commitment to our hundreds of affiliates, their listeners, and our client partners. Be it local or national, broadcast or digital, opinion content or play by play, we continue to smartly look at ways to enhance our leadership position in sports content.” Westwood One & EVP corporate strategy & development, Cumulus Media Collin Jones adds, “Westwood One Sports has always been synonymous with the biggest moments in sports audio. Launching Westwood One Sports 24/7 programming strengthens that legacy and positions us to deliver unmatched coverage and commentary to fans coast-to-coast. We’re excited to work with Audacy to make this transition seamless and impactful.”
Ballroom on the eve of NAB Show New York. Some of the winners in spoken-word radio formats include: Premiere Networks’ Colin Cowherd for Network/Syndicated Personality of the Year; WJR, Detroit’s Mitch Albom for Large Market Personality of the Year; WHIO-AM/FM, Dayton’s Larry Hansgen for Medium Market Personality of the Year; WWNC, Asheville’s Mark Starling for Small Market Personality of the Year; WBAL-AM, Baltimore for News/Talk Station of the Year; and WXYT-FM, Detroit for Sports Station of the Year.
throughout North America will continue to have access to every NBA game on SiriusXM as well as select WNBA game broadcasts and the exclusive 24/7 SiriusXM NBA Radio channel. Additionally, the SiriusXM app features 30 dedicated NBA team channels, providing official radio commentary for each team.
Fan’ leading the charge and these powerhouse affiliates joining forces, fans from Green Bay to Duluth can now experience the best local sports conversation anywhere in Wisconsin.” Audacy’s WSSP-FM, Milwaukee “105.7 The Fan” is serving as the network flagship. The daily program lineup include: “Inside Wisconsin Sports” with Trevor Thomas and Josh Albrecht (6:00 am to 9:00 am); “Nine2Noon with Kuhn” with John Kuhn, Ramie Makhlouf, and Brandon Sneide (9:00 am to 12:00 noon); “The Mason Crosby Show” with Mason Crosby, Mitch “Thunder” Nelles and Tommy Wortz 12:00 noon to 2:00 pm); “Wisconsin Sports Daily” with Steve “Sparky” Fifer and Charlie Uczen (2:00 pm to 5:00 pm); and “Wisconsin Sports Wrap Up” hosted by Tommy Wortz (5:00 pm to 6:00 pm). Initial affiliate stations include Midwest Communications’ WNFL, Green Bay WRIG-AM/FM, Wausau; and WDSM-AM, Superior.
“Saga previously announced its plans to optimize our portfolio of assets, and this is a significant step in doing so. We are committed to evaluating every asset we own while still efficiently and effectively operating our businesses.” The company intends to use a portion of the proceeds from the sale to fund stock buybacks, which may include open market repurchases, public and private block trades or other forms of buybacks. The implementation of any stock buyback program remains at the full discretion of the company’s board of directors. 
revocation of accreditation for Nielsen Audio Diary markets as reported in the RMR and TAPSCAN Web including Bryan College Station, Texas; Hudson Valley; Killeen-Temple, Texas; Odessa- Midland, Texas; Portsmouth-Dover-Rochester, New Hampshire; Reno; and Trenton. At the same time, the MRC has approved accreditations for all of Nielsen’s 28 PPM markets.
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.” 
The world of blogs and vlogs has been loaded with largely erroneous news of MTV closing. New owner, Paramount Global, is searching for divisions showing no growth. If MTV is now a liability, it may be a target for a shutdown.
of the Gods has powered thousands of hours of programming fun. Recently, I saw the latest edition of his book.
Like many of you, I love “Ancient Aliens” on the History Channel narrated by the formidable Robert Clotworthy. Robert is a great guest on my show, “Sterling Every Damn Night” and he puts up with whatever nonsense that gets tossed at him. Thank you, Robert.
– A Tribute to Law Enforcement, at its studios in Manhattan that begins with a press conference at 10:00 am followed by a roundtable discussion and lunch. Owner John Catsimatidis will host NYPD commissioner Jessica Tisch, DEA president Scott Munro, and NYPD chief of transit Joseph Gulatta and others.
provides insights for marketers on how to curate advertising strategies that authentically connect with audiences and build trust in an increasingly fragmented and technology driven world.” The study was fielded through Critical Mass Media for iHeartMedia and found that 82 percent of respondents worry about AI’s societal impact, and 9 in 10 believe it’s important to know the media they consume is created by a real person. iHeartMedia president of insights Lainie Fertick says, “The data shows us that consumers are emotionally driven, digitally fatigued and yearning for authenticity in an increasingly algorithmic world. This is especially critical with rapid technology advancements and the growing use of AI in the media industry. For marketers, it creates both hurdles and unique opportunities to connect with audiences in this new environment.” Key findings from the study include: 1) Children are struggling to be independent in a tech-forward era; 2) Consumers are all online, but they aren’t happy to be there; 3) Trust in online information is at an all-time low; 4) 
Algorithms rule our lives, and consumers know it; 5) Media is dividing us on current events, but all agree that there’s “something going on with those Epstein files”; and 6) Though 97 percent of consumers know what AI is, with 70 percent actually using AI, distrust remains high. iHeartMedia chairman and CEO Bob Pittman comments, “It’s important for us to remember, as marketers, that we’re in a very delicate position within a turbulent time, both in America and around the world. In a world of digital saturation and AI acceleration, this study reveals that consumers are not just looking for convenience – they’re searching for meaning. Sports, radio, live media and human-led storytelling offer a rare sanctuary of trust, empathy and shared experience. Above all, we must continue listening to Americans more closely than ever before and focus on ways to foster real connection and amplify our collective humanity.”
legendary Art Lewis on news/talk powerhouse WSGW in Saginaw, Michigan. Art’s show was the first show I’d ever done in talk radio and I’d filled in a time or two before this date. But, on THAT date, the OJ Simpson verdict came in and was announced. I gave my opinion of disbelief. Outlined why I felt that way and the phones melted down for the subsequent three hours. I was in Heaven and realized this is what I was meant to do. I’d done weekend news updates on WSGW before that as I was also finding my way on TV at WEYI (the NBC affiliate) in Saginaw/Flint. But, there was something different about talk radio for me… A few days ago, WSGW brought me back. I am thrilled. Feels like home again. I feel a great kinship with all of my 170+ stations and that will never change. I owe every PD or owner that gives my show and me a shot a ton – but, getting back on WSGW is very special.” Pags adds, Thank you to Jeff Warshaw at Connoisseur Media, Dave Maurer who gave me that first shot back in the day at WSGW, Mark Thomas for bringing me back and great folks like Charlie Rood and Curt Harding who were there back in the day and, of course, Art Lewis who trusted my 29-year-old self with this show when he was off!”
Every talk host knows the move: play the clip. It might be a moment from late-night TV, a political ad, or a viral post that sets the table for the segment. It’s how commentary comes alive – listeners hear it, react to it, and stay tuned for your take.
The Museum of Broadcast Communications announces that Kim Komando will serve as emceefor the 2025 Radio Hall of Fame induction ceremony being held on October 30 in Chicago. Radio Hall of Fame co-chair Kraig Kitchin says, “We’re grateful to Kim Komando for helping us to create a most special evening for each of our 2025 inductees. She knows the hard work and dedication it takes to achieve the recognition of such an induction.”
eldest son, FNC is in the doghouse. Newsmax published an account of the interview which quotes Trump Jr. saying, “Honestly, I don’t watch it anymore because it is so ridiculous. They try so hard to be unbiased that they’re actually biased against conservatives at this point. But this shouldn’t be surprising. These are networks that banned me for two-and-a-half. I’m barely on anymore. I know my father was banned.” However, TALKERS has learned that Donald Trump Jr. appeared on FOX News Channel four times recently – on August 13 and September 3, 11, and 12. He told Salcedo 
“FOX’s approach has left conservatives silenced while Democrats and establishment figures get free rein.” The president recently complained about FNC in a post on Truth Social in which he singled out White House correspondent Peter Doocy for talking to Arizona Senator Mark Kelly about his healthcare agenda. He wrote, “Why is Fox News and Peter Doocy putting on Democrat Senator Mark Kelly to talk about, totally unabated or challenged, Healthcare?” SiriusXM’s Megyn Kelly recently complained about FOX News Channel’s coverage of Charlie Kirk’s slaying, saying, “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.”
When we first covered this case, it felt like only 2024 could invent it – a disgraced congressman, George Santos, selling Cameos and a late-night host, Jimmy Kimmel, buying them under fake names to make a point about truth and ego. A year later, the Second Circuit turned that punchline into precedent. (Read story here: 
innovation, and influence across the global audio and broadcasting industry to the Advisory Board. His extensive experience will further strengthen the Radio Awards’ mission to honor groundbreaking storytelling and celebrate excellence across all genres of audio content.” New York Festivals EVP Rose Anderson adds, “Every year, we work with our advisory board and industry thought leaders to make sure that our categories recognize the innovative audio content being created today world-wide and reflect our commitment to the power of the individual voice. With Steve’s addition to the Board, we gain the 360-degree perspective of someone who is on top of all the new developments in the world of sound in our ever-changing and interconnected world.”
but sources tell Reuters that it would likely be sometime after November. Senate Commerce Committee Chair Ted Cruz criticized Carr for comments he made on the Benny Johnson podcast about late night talk host Jimmy Kimmel’s joke that appeared to threaten ABC/Disney and promise FCC action against the company if it didn’t take action on its own. On his Premiere Networks distributed podcast, “The Verdict with Ted Cruz,” Cruz said of Carr’s comments, “I got to say that’s right out of ‘Goodfellas.’ That’s right out of a Mafioso coming into a bar going, ‘Nice bar you have here. It would be a shame if something happened to it.’” Carr recently said that’s not what he meant and stated, “We don’t want to see weaponization of government by any administration against any perspective – and that’s certainly not what we’re doing here.”
With topics ranging from Mars and UFOs to flying cars and ‘civilization starter kits,’ each episode blends science, technology, and imagination with the real choices shaping our world.” For example, on this week’s program Cirilli welcomes Harvard astrophysicist Dr. Avi Loeb for a conversation about comet 3I/ATLAS, alien tech, and the future of space exploration. He also chats with Rich Cooper, vice president of strategic communication and outreach for Space Foundation, about America’s $1 trillion space economy and why investing in space isn’t just about exploration – it’s about building America’s economic future. Premiere Networks president Julie Talbott states, “We’re thrilled to welcome ‘Hello Future’ to the network. With years of experience as a journalist covering global affairs, technology and policy, Kevin has the unique ability to connect the dots between science and the future for listeners who crave bold ideas and fresh perspectives on what’s ahead.”
the past year (October 1, 2024 – September 30, 2025). A panel of judges representing the broadcast industry and community service organizations will review applications and select 50 finalists and 10 winners. Stations must submit an online entry through My NAB detailing their community service efforts from the past year. The deadline for entry submissions is October 31. Finalists will be announced in February.
and radio industry CEOs are pleased with the probability that they will be loosened. Cumulus Media president and CEO Mary G. Berner states, “We’re encouraged that Chairman Carr and the FCC are advancing the 2022 Quadrennial Review. Quickly modernizing the radio ownership rules is essential for listeners who rely on local radio every day. With updated 
rules, companies like ours can invest more locally, diversify our offerings, and compete effectively in today’s rapidly evolving audio landscape. We look forward to working with the Commission to make these updates.” Beasley Media Group CEO Caroline Beasley comments, “We would like to thank Chairman Carr for moving forward with the quadrennial review on this critical endeavor. This is a defining moment for our industry to ensure that local radio can continue to fulfill its essential public service mission for decades to come. We look forward to working with the Commission to implement common-sense reforms that will allow broadcasters to compete fairly and keep serving the local audiences who rely on us every day.”