The Vital Element of Surprise
By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
Visitors to Disneyland five years ago will be given a memorable experience when they visit this month. About 50% of Disneyland has changed since 2018. The theme park constantly changes, trying new rides, exhibits, displays. Walt Disney never considered his park to be finished. Roy Disney said that Walt viewed Disneyland as a giant block of clay which could be molded and remolded constantly. Changing the park constantly gives visitors surprises, joy and the excitement of the unexpected. The unexpected at Disneyland is newness in its ideal form: Everything is new, memorable and completely safe.
Your show, music or talk, has the same power to create memorable entertainment. Wrapped in the safety of your voice, and your familiar station, you can SAY the unexpected, the surprising, the new.
Remember when the news was a radio station? Remember when a radio station generated word of mouth, talk at work, and gossip among friends? It could have been yesterday or years ago. A radio station or on-air talent was at the epicenter of the community’s conversation when it did the unexpected.
The short list
A station said the name of your business. Gave away an outrageous prize. Roasted a pig. Lesbian Dial-A-Date. Broke a record. Asked the caller if they were naked. Aired Amazing Mouth TV Spots. There is no top-of-mind real estate claimed by a station if it is following the format really well.
Delivering surprises is not hard, but it is essential to the medium’s growth. Today, the most recent “surprises” have been all wrong. Too often the surprise is the public shaming and forced apology of a host because of an unfortunate comment about Erin Andrews or slight of a team owner. (BTW, the single dumbest management move is a public apology. Thousands of people learn of the incident who would never have known about it if the moment was allowed to pass.)
You may be worried that if you or an air talent break the corporate dictate format, all will be fired. No. You know where you can experiment. Your experiment could lead to a new, fresh awareness of your station and of your hard work. Do it.
WALTER SABO’s company, Sabo Media has advised the C Suite of some of America’s largest media companies including SiriusXM Satellite Radio, Apollo Advisors, Conde Nast, Wall Street Journal Radio, RKO General, and NBC. He is a member of the Nominating Committee of the national Radio Hall of Fame and on the Dean’s Advisory Board of the Newhouse School of Communications at Syracuse University. His radio show, “Sterling on Sunday” is heard nationally.www.waltersterlingshow.com Contact him at walter@sabomedia.com
compared to $1.1 million for the same quarter last year and station operating income (a non-GAAP financial measure) decreased 14.7% to $7.6 million. Saga reports a net income of $2.7 million for Q3 2023 compared to the net loss of $104,000 it reported a year ago. The company’s balance sheet reflects $41.7 million in cash and short-term investments as of September 30, 2023. Saga also announces that it is paying a quarterly dividend of $0.25 per share on November 3, 2023 to shareholders of record as of October 11, 2023. The aggregate amount of the quarterly dividend will be approximately $1.5 million.
anchored by Newsweek senior editor-at-large Josh Hammer. Newsweek says the program’s goal is to “navigate the converging realms of politics, law, and culture while deliberating on the evolution of American conservatism. Hammer, with his background as a constitutional lawyer, intends to present commentary accompanied by interactions with contemporary conservative thought leaders.” Newsweek director of radio and podcasting Jesse Edwards adds, “Josh Hammer is going to be the next big voice in conservative talk radio, and we couldn’t be more thrilled to bring his powerful message to the airwaves of Seattle, and beyond.”
deductible donations to the Guardian Fund. Corporate donations can be given to the Angel Initiative, which is also tax deductible. BFoA chairman Scott Herman states, “Life can change in a heartbeat, and exorbitant medical bills can leave one of our colleagues in broadcasting in desperate need of assistance. I’m asking everyone in radio and television to consider a donation, in any amount, so that we can continue to provide assistance to those in our industry who need it most.” 
digital revenue growth of 9.1% year-over-year, with digital revenue representing 18.6% of total third quarter revenue. Our continued strong digital revenue growth has moved us to within a few basis points of reaching the bottom end of our goal of digital revenue accounting for 20% to 30% of total revenue, and we remain laser focused on this initiative as a means to diversify our revenue in a cash flow positive manner. Our dedicated sales teams continue to leverage the tremendous audience reach and engagement of our local multi-platform content to attract new advertisers, resulting in a 22% increase in new local business revenue growth for the third quarter. Additionally, the actions we have taken to reduce our cost structure resulted in third quarter operating and corporate expenses decreases of 2.7% and 12.5%, respectively. In summary, we believe our third quarter financial performance demonstrates that our digital transformation and revenue diversification strategies continue to gain momentum and our initiatives focused on lowering operating expenses and reducing debt are positioning Beasley to generate increased and more diversified cash flows in future periods. Looking ahead, as has always been the case for non-election years, we expect fourth quarter revenues to be somewhat impacted by the absence of cyclical political advertising. While we plan to offset some of this expected softness through continued growth in digital and new business, we are hopeful that the overall advertising environment will improve in the fourth quarter and continue to closely monitor the economy.”
noted that it lost about 96,000 self-pay subscribers during the quarter and states that its current total subscribers stands at 34 million. SiriusXM CEO Jennifer Witz says, “We are very excited to unveil SiriusXM’s next-generation platform on November 8th, a key component of our long-term vision for the company’s consumer offerings. Our content portfolio continues to differentiate us in the audio marketplace with exclusive access to live sports, talk, music and one-of-a-kind content.”
“AUDA.” Audacy says, “The NYSE’s determination has no impact on Audacy’s business strategy or operations. Audacy continues to focus on growing and enhancing its capabilities as a leading, multi-platform audio content and entertainment company, and continues to engage in discussions with its lenders to deleverage its balance sheet and improve its capital structure to position Audacy for long-term growth.”
advertising. In 2016 and 2017, direct response represented the vast majority of podcast advertising. From 2018 to 2021, the proportion of podcast ad spend was equally split between brand and direct response.” The post says there are four major implications of the shift to podcast brand advertising: 1) Targeting will become much broader: Wide campaign reach will become the priority with a goal of “being known before you’re needed”; 2) Creative will shift to become more entertaining and emotion based: The objective will be to stir passions and create positive feelings and associations with ads that people find interesting and enjoyable; 3) Brand safety and suitability measurement will become more crucial: Firms like Barometer will become powerful resources to help marketers find the right context for their campaigns with nuanced data; and 4) Measurement will focus on how well campaigns build memories to ensure brands are “easy to mind and easy to find”: Key performance indicators are brand awareness, brand consideration, and brand preference. 
October 2023 PPM Data – Information for the October 2023 ratings period (September 14 – October 11) has been released for New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), and Riverside-San Bernardino-Ontario.
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a net loss of $19.8 million. Cumulus reports in segments, and for the Q3 period total broadcast radio revenue was $146 million, down 17.4% from a year ago. Spot revenue was down 15.2% while network revenue declined 22.8% from Q3 of 2022. Cumulus’ digital segment reports revenue of $37.2 million, an increase of 6.6%, year-over-year. Cumulus CEO Mary G. Berner states, “Third quarter revenue and Adjusted EBITDA finished in line with expectations with results reflecting the continued dichotomy between local 
and national business lines. Despite the challenging environment, we maximized performance by 
In May 2007, I was enjoying the brand-new app called YouTube. Still independently owned, still relatively unknown. Some of the videos pulled millions of viewers, more viewers than enjoyed by ESPN or any cable network. More interesting, the videos with high counts were not made by NBC or ESPN or any traditional video source. High view count videos were being made by people with no experience in traditional media, they were experimenters producing in their basements and bedrooms.
GOP presidential nomination and says he’ll put his support behind Donald Trump. “As I look at the path forward, and after careful consideration and consultation with my campaign team, I have made the difficult decision to suspend my campaign.” Elder was unable to get a spot on either of the two Republican presidential debates held so far. 
implementation and management of all market events, promotions and contesting initiatives and support similar initiatives within the region that includes Dallas, Houston and New Orleans. Audacy Austin SVP and market manager Bob Mackay says, “Momo has all the mojo going as far as being connected promotionally in Austin. She loves live music and being out with the brands, which made her the perfect choice to work alongside our vice president of programming Nikki Nite, to help elevate the Audacy Austin marketing efforts.” Audacy operates news/talk KJCE-AM and three music brands in the Austin market.
shooting”; Best Hard News Story – “The latest from Highland Park following the Fourth of July parade shooting” for news director Ryan Burrow (pictured holding two of the awards) and talk host John Williams; Best Radio Personality – John Williams; Best Radio Series or Documentary – “Ukraine-Russia War: Russia launches an attack on Lviv” (11/15/2022) for Bob Sirott, Joseph Lindsley, Joe Romano, Hayley Boyd; and Best Sportscaster – Dave Eanet. WGN Radio VP and general manager Mary Sandberg Boyle says, “These awards from the IBA serve as a compelling testament to our station’s ability to provide vital information to our local community during critical times. The collaboration between Channel 9, NewsNation, and our own newsroom proves the strength of our combined resources, ensuring that we remain a trusted source of news for Chicagoland.”
Segment” every Friday at 11:45 am. Salem New York VP and general manager Jerry Crowley says, “At a time when politics and legal matters are inextricably linked, like at no time in America’s glorious past, AM970 has brought Mike Gallagher and Arthur Aidala together to make sense of it all.” Aidala adds, “Mike Gallagher consistently delivers informed and intelligent conversation to a vast national audience. I’m grateful for the opportunity to visit with him each Friday and provide context and insight to the legal issues of the day. I hope Mike and his listeners are as excited as I am.”
economy found on PublicSq.” The agreement includes collaborative content segments that will air on Tucker Carlson’s show on both X and Last Country’s own platform. Last Country CEO Neil Patel comments, “We are proud to announce that our new media venture will be partnering with PublicSq. as our first advertiser. PublicSq. is a key company in the parallel economy, specifically countering the Chamber of Commerce and Amazon. There is a wave of disruption coming to the media and economic establishment, and our companies will help accelerate this overdue shift.”
2018, Nielsen’s Total Audience Report reveals the 18-49 weekly reach of live and time-shifted TV has dropped -26%. Over the same period, TV’s daily time spent is down -59%; 2) cord-cutting is a major driver of TV’s audience collapse: The MRI Simmons January 2023 “How Americans Watch TV” report reveals 51% have cut the cord; 3) While a huge number of Americans have abandoned traditional TV for streaming, AM/FM radio remains the dominant audio platform: According to Edison Research’s Q2 2023 “Share of Ear,” AM/FM radio has a massive 69% share of U.S. ad-supported audio. AM/FM radio audience shares are over 17 times larger than ad-supported Pandora and ad-supported Spotify. 
After post-consolidation cutbacks have whacked local on-air content, there’s now angst that Artificial Intelligence can – literally – dehumanize radio (and other media – HUGE issue in the SAG-AFTRA strike). Voice cloning is child’s play; and several vendors are already peddling AI gimmicks to radio stations.
billion in total local advertising, only a 2.2% increase in local advertising year-over-year.” BIA VP of forecasting & analysis Nicole Ovadia adds, “As expected, 2024 will be driven by political spending, and, even in markets that are not highly contested there will be a large amount of political advertising. Local political advertising will be fueled by the presidential and senate campaigns as well as issue-based advertising. When we look at the forecast without political, we expect only a slight increase in ad spending due to both global and local economic trends that may create more cautious spending.” 
multiplatform unique visitors, which is up 34% versus 3Q of 2022.” The platform also delivered 67 million total multiplatform minutes and 64 million total multiplatform views. Outkick founder Clay Travis says, “Once again OutKick finishes the quarter with strong numbers that highlight our consistent growth across the platform. Our in-depth and common-sense reporting continue to be the driving force and differentiate us from your standard sport sites.”
it has been an honor and a pleasure to host a daily radio talk show in my hometown for a quarter century. I am extremely grateful to Good Karma Brands, my teammates (past and present), our partners, and most importantly, our fans for all their support over the years. While I’m excited to see what comes next, I will truly miss the daily interaction with listeners about the issues of the day.” Wagner has been a long-standing member of the TALKERS magazine Heavy Hundred – the annual list of the 100 Most Important Radio Talk Show Hosts in America. Good Karma Milwaukee market manager Greg Scalzo comments, “Jeff is a broadcasting legend whose daily wisdom and dedication to the station was felt by our audience throughout his entire career. His retirement marks the end of an era, and we celebrate the legacy he leaves behind.” Before joining WTMJ, Wagner was an Assistant United States Attorney for the Eastern District of Wisconsin and later an attorney in private practice. 
West Virginia. Roten posted the following to social media: “For 22 years, my morning talk radio show was the #1 show in the Huntington, WV market. The most recent ratings period showed the station overall at #5 in the market, #1 for AM stations (highest ever ranking). Unfortunately, iHeart is going in a different direction and I was dismissed. While my future is uncertain, you can still access my podcasts from Spotify and other streaming services.”
2022, which ended on Oct. 1, 2022. The bulk of that revenue and profit came from its domestic business at $14.6 billion and $2.81 billion, respectively.” The filing also shows how important cable television is to ESPN’s bottom line. Canal writes, “The bulk of the sports segment revenue came from affiliate fees at $10.8 billion followed by advertising at $4.4 billion and subscription fees for ESPN+ at $1.1 billion. ESPN typically has the highest carriage fees, or fees pay-TV providers pay to network owners to carry their channels, of all basic cable networks. According to an estimate from SNL Kagan, ESPN charges pay-TV operators $8 to $9 per subscriber.” 
together a panel of educators, behavioral specialists and policymakers to examine how best to deal with pandemic learning loss won first place and will be received by the leading team members behind the town halls: anchor Eric Scott, director of content Anne Gress, news director Annette Petriccione, managing editor Sergio Bichao, and operations specialist Dan Alexander. The station also won in the Broadcast – Best Breaking News Coverage category for its coverage of the mayhem that erupted in Long Branch at the start of the summer season at the Jersey Shore. Managing editor Sergio Bichao, reporter Dan Alexander and then-producer and weekend host Jordan Jansson worked late into the night to chronicle a developing story that had far-reaching impacts on public opinion and policy relating to law and order. Finally, the station won in the Best Use of Sound for Radio News Story for reporter Dino Flammia’s series of on-air and online reports marking the 10th anniversary of Superstorm Sandy.
own problems by increasing overall interference on the band, leading many stations to abandon it.” But all-digital AM is a much better signal and as more and more infotainment systems in new cars are HD compatible, more listeners are likely. Outfitting AM stations with digital transmitters is not inexpensive, even though they use far less electricity than an analog AM transmitter. And in the United Kingdom where digital audio broadcasting (DAB) launched more than 10 years ago, most commercial radio stations still broadcast an analog signal as well. Even though about 60% of listening in the UK is to DAB signals, Ofcom recently agreed to renew analog licenses through 2032 because many Britons still listen to analog on their old radios. 