SABO SEZ: The Future Will Include a Need for Talk Show Hosts
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
And TMN syndicated, “Sterling on Sunday”
The problem with technocrats is they believe computer programs and machines solve all problems. A technocrat in charge of a business will it kill it, for sure. For example, once a movie theatre is automated, not requiring a pesky projectionist or even a snack counter attendant, you and I would still not buy a ticket – unless the theater was showing an actual MOVIE!
A radio company can “invest” in automation systems like Wide-orbit, saving an outrageous 15 bucks an hour for a “board op” or NexGen or NewsBoss. None of those systems win a single Nielsen meter.
The future of the radio medium is determined by its ability to attract an audience. Audience is obviously not built by technology but by compelling hosts. This phenomenon is eternal. For over 100 years, listeners have been attracted by personalities, ideas, information, songs, jokes, passion.
PREDICTION: Tech, AI will not replace any truly talented talk radio host by a mile.
One More Thought: Write a Letter
What can a host do to secure their essential participation beyond prepping a show? Write a letter! My Dad was a retailer who bought a lot of radio time. In his office he had a credenza of awards, family photos, and… framed letters from radio personalities. Spending hours in the car with a radio voice turns that voice into a star. Receiving a letter from a star is a life event. My Dad framed the letters he got from his favorite radio stars who hosted the shows he sponsored.
All the damn spots we air are actually invitations to send fan mail to the advertisers. Cheesy, yes, but the autograph industry is robust. The more ways a host engages with advertisers and listeners (touchpoints), the more secure their job becomes.
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.
Artificial intelligence now makes it possible to replicate a human voice with striking accuracy. For broadcasters, podcasters, and content creators, the central question is: When does using or imitating a voice become a legal problem? The answer depends on the person being imitated, the purpose of the use, and the rights attached to that voice. Below is a six-bucket framework to help evaluate the risk.
The program is hosted by U.S. Senator Ted Cruz and Premiere Networks-syndicated radio personality and podcaster Ben Ferguson who break down the most important news stories of the week and what they mean for Americans. “Verdict with Ted Cruz was first launched as a podcast in January 2020. Premiere Networks expanded the podcast into a weekly one-hour radio program for talk radio stations, which debuted on 100 stations in April 2025.
role in the decision-making journey, often sparking the craving before any digital ad or social scroll can. In fact, the survey shows a measurable lift in intent: consumers targeted by radio campaigns were 4% and 7% more likely to visit, reinforcing radio’s power to drive foot traffic.” Further, the study shows that “89% reported making last-minute meal decisions while in the car—right in radio’s sweet spot. Additionally, 84% believe it’s smart for fast food restaurants to use radio advertising to inform customers about menu items and deals. And notably, 82% admitted that simply hearing ads about food can make them feel hungry, highlighting radio’s unique ability to trigger cravings and drive immediate action.” 
for the quarter to $22.2 million compared to the same period last year. For the quarter, operating income was $1.4 million compared to $2.1 million for the same quarter last year and station operating income decreased 6.4% to $6.0 million. Saga reports net income of $1.1 million for the quarter compared to the net income of $2.5 million it reported in the second quarter of 2024.
football and men’s basketball games broadcast on WGN and he’ll also serve as a fill-in anchor on the WGN-TV sports desk. Eanet says, “Can’t believe it’s been 41 years since I first set foot in the WGN studios. As I close this chapter of my career, 
the word that comes to mind is ‘grateful.’ I’m so thankful to the entire WGN family for their friendship and support over the years. It’s not just the names you know, but the entire crew on and off the air. I’m forever indebted to the managers, engineers, producers, newspeople, sales team, and all the others who have made WGN such a special place to work. Most of all, I’m thankful to the listeners who have a special relationship with this station.” WGN Radio VP and general manager Mary Sandberg Boyle says, “I am thrilled to share that our own Andy Masur will assume morning show sports duties going forward. Andy is a talented broadcaster who has built a rapport with the WGN Radio audience as a regular fill-in for Dave and as our weekend sports anchor. We are lucky to have him.”
sports talk KSAC-AM/K284CM, effective September 2. This comes five years after he was fired by Bonneville’s KHTK, Sacramento and the Kings after a social media exchange with former Kings player DeMarcus Cousins about the Black Lives Matter movement and used the phrase, “all lives matter.” Napear sued Bonneville and lost but is currently appealing that ruling. Napear tells the Bee, “It’s going to be the Grant Napear show that people have listened to for decades. I’m competitive. I’m not only coming back to Sacramento. I’m coming back to win.” 
place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact 
(NMI).” Nielsen adds, “As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.” NPR and Ocean Media are among the charter subscribers at launch.
saying Stern is mulling retirement and that he might consider a shorter-term deal than the usual five-year pacts he’s been signing. Still other sources say Stern isn’t the draw he once was, and a renewal of his current $500 million deal is not going to happen. Another report indicates SiriusXM may make a bid for his library of shows instead of a renewed contract for new content. 
“creative quality is the number one sales driver” and this is often a surprise to advertisers and media agencies who think media tactics (targeting, reach, etc.) drive the most sales. It’s for good reason that everyone wants high brand awareness. A major study from TikTok reveals the greater a brand’s awareness, the greater the purchase conversion. Brands with high aided awareness have 2.86x greater conversion rates compared to low awareness brands. But not all categories operate similarly, Podscribe says that purchase conversion varies widely by advertising category and advises that it’s important to understand the purchase conversion benchmarks for your product category. 
You did everything right – or so you thought. You used a short clip, added commentary, or reshared something everyone else was already posting. Then one day, a notice shows up in your inbox. A takedown. A demand. A legal-sounding, nasty-toned email claiming copyright infringement, and asking for payment.
the program “continues to build a powerful platform that champions American values, highlights critical national security issues, and gives voice to law enforcement, veterans, and grassroots advocates.” Letts adds, “I’m honored to bring our message to listeners in Los Angeles and Portland. Now more than ever, we need open, honest dialogue on the challenges facing our country – and we’re doing just that, one conversation at a time.”
Unintentionally, your poorly phrased comment, dated reference, weary cliché, or offhand remark can at least subtly distance you from your listener and could undercut your credibility, offend, or even spark backlash.
group and sales operations, effective September 1. Licata has been serving as EVP of sales operations and client success. Other changes include 
She brings to the microphone more than two decades of experience in communications and marketing across both commercial and political sectors, with commentary featured on FOX News Channel and Univision, as well as published opinion pieces in The Baltimore Sun. She grew up attending Maryland schools while her father served as an Army officer and returned home after graduating from the University of South Florida.” Aviles comments, “As WBAL celebrates its 100th year on the air, I’m incredibly honored to join this legacy of broadcasting and to bring my voice to Maryland’s afternoon drive. This show will be about real conversations – local, national, cultural – I’m excited to connect with listeners every day.”
Salzone to operations manager for the 10-station cluster. Salzone will take over for Chris Allinger who is retiring at the end of August. Cayuga Media Group president and GM Chet Osadchey says, “Joe is an incredibly hard-working and knowledgeable broadcast professional. He will be a guiding force in our continued evolution as a local media source.”
and actions prior to the Paramount-Skydance merger. Paramount’s CBS agreed to a settlement with President Donald Trump over a Kamala Harris interview on “60 Minutes.” The complaint says, “Everyone from U.S. senators to CBS employees to a dissenting FCC commissioner has said the settlement appears to have been a bribe to grease the wheels for Carr’s FCC to approve the merger. Even putting Paramount aside, Carr has pursued numerous other frivolous and unconstitutional legal proceedings and threatened more of them in furtherance in his efforts to intimidate broadcast licensees to censor themselves and fall in line with Trump’s agenda.” It goes on to say, “Carr’s actions brazenly violate legal and ethical standards that govern the practice of law and public officials, undermining the First Amendment, the FCC’s credibility, and the laws he is trusted to administer. His abuse of his office to force an unwarranted settlement of a private lawsuit is shameful and warrants disbarment.”
of Atlanta. And raised an event record of more than $2.1 million. WSB director of operations Ken Charles says, “95.5 WSB has the most generous listeners in the country, without them this is not possible. I am blessed to work with the most passionate, dedicated and hardworking team in the business. I couldn’t be prouder of what we achieved over these incredible and inspirational 38 hours.”
Why we’re already seeing TV tout its coming attractions: They understand how, after Labor Day, routines settle in. Viewers will be ready to re-engage.
and more in alleging that he had a deal with Del Nin in 2022 and began working together “to try to acquiring Cox Radio, with Del Nin agreeing that Warshaw would manage the business as CEO upon successful acquisition.” Warshaw also says he steered SFM and Del Nin to the deal that made SFM a majority stake holder of the new Audacy in early 2024 and alleges he was promised he’d be the next CEO of Audacy or that he would get 5% of SFM’s profits from the Audacy acquisition. As for the change of venue, both parties agree the case involves both complex legal issues and a claim for monetary damages. The defendants says it’s likely to require resolution of “complicated legal and factual issues.” (Del Nin has already moved to dismiss on jurisdiction grounds, which involves questions of constitutional law.) Plus, SFM anticipates the case will benefit from careful discovery oversight as it will need discovery from Warshaw as well as potentially from third parties, including from Connoisseur and the other investment firms Warshaw references in the Complaint.
Mark Walters