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.
operated by CBS Broadcasting Inc., a subsidiary of Paramount, a Skydance Corporation. Audacy chief revenue officer Bob Philips says, “This is a major step forward for Infinity Networks and for our partners across the industry. By bringing together a respected brand like CBS News Radio under the Infinity Networks umbrella, we’re creating a scalable platform that enhances the reach and impact of great local and national content for our advertising partners. This expansion underscores our commitment to helping broadcasters grow audiences, strengthen advertiser relationships and deliver exceptional listening experiences everywhere.”
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.
Podcast Metrics. “The Joe Rogan Experience” again claims the #1 spot, followed by audiochuck’s “Crime Junkie” at #2, and The New York Times’ “The Daily” at #3. Other shows with news/talk radio and cable ties include: “The Charlie Kirk Show” rising 32 places to #17 following his slaying (new episodes are still being produced); “The Tucker Carlson Show” ranked #18; SiriusXM’s “The Megyn Kelly Show” followed at #19; and Ramsey Network’s “The Ramsey Show” ranked #29.
Microsoft CEO Steve Ballmer retired with enough do-re-mi to indulge two passions. He bought the NBA Los Angeles Clippers (for a record $2 billion). And he built 
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!”
with a shared passion for research and innovation. Our alliance expands the ways we can support our research partners and deepens our ability to help the public, media, and policymakers make sense of how people think, vote, and engage with the world. We are moving into the future as one team – ready for what’s next.” The terms of the deal were not revealed. Edison Research founders Joe Lenski and Larry Rosin will be joining the leadership of SSRS.
CNN, FOX News Media, NBC News, and Newsmax are declining to sign the agreement. A joint statement from ABC News, CBS News, CNN, FOX News Media, and NBC News says, “Today, we join virtually every other news organization in declining to agree to the Pentagon’s new requirements, which would restrict journalists’ ability to keep the nation and the world informed of important national security issues. The policy is without precedent and threatens core journalistic protections. We will continue to cover the U.S. military as each of our organizations has done for many decades, upholding the principles of a free and independent press.” Newsmax adds, “We are working in conjunction with other media outlets to resolve the situation. We believe the requirements are unnecessary and onerous and hope that the Pentagon will review the matter further.”
Mansour go as part of the company’s nationwide reduction in force. Mansour has been with the station for the past 18 years, most recently as senior executive in audio and digital marketing. He posted to social media, “What a ride it’s been. From creating dynamic content and marketing some of the biggest brands and personalities in the Twin Cities, to leading teams, driving revenue, and collaborating with some of the most talented people in media, I’ve learned, grown, and had an absolute blast along the way.” 
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: 
operations manager for the station group that includes news/talk WERE-AM. Urban One SVP of programming Colby Tyner comments, “These leadership changes reflect the incredible depth of talent within Radio One. It’s exciting to see so many of our team members grow within the company and take on new challenges across markets. By empowering our brightest minds to share fresh ideas and perspectives, we ensure our stations remain dynamic, creative, and deeply connected to the communities we serve.”
of NBC and Hubbard Radio president and general manager Joel Oxley. The Media Mixer series is designed to “celebrate the camaraderie of the broadcasting community and bring to light the charitable mission of the BFOA to provide a lifeline to colleagues in acute need from illness or disaster.” BFoA chair Scott Herman says, “We thank the NAB for providing this impressive event space at their headquarters, and we’re grateful to Curtis, Kelly, and Joel for their support in making this event a success for all attendees. Our Media Mixers bring together junior and senior level broadcast professionals and on-air celebrities, while raising the profile of our mission to help every broadcaster who qualifies for aid.” 
Finateri says, “Marie Osborne is one of Michigan’s most respected broadcasters. Her high standards for broadcasting integrity have earned her this important role with WJR, helping us to maintain our brand as Michigan’s most trusted media outlet serving listeners throughout the Great Lakes region.” Osborne comments, “Being able to help our listeners process all that is unfolding in this impactful moment in history is a privilege and being able to do it at WJR is an honor. The commitment to community and news here at WJR runs deep, it is at the heart of all we do and I’m looking forward to carrying on this vital tradition in my new role.”
sales effect within six months. Podcasts and AM/FM radio also performed strongly in long-term brand building with impressive brand effects beyond six months. The story notes that the Effie Awards are based on growth factors such as incremental revenue, profit, market share, new customers, loyalty, and price sensitivity. Brands that win Effie Awards drive impressive revenue, profit, and brand effects. The stronger the Effie performance, the greater the ROI and business results. The key takeaway is that “some media do well with short-term impact but have a harder time creating future demand (contesting, promotions, search, digital display). Other media are adept at brand building and creating future demand but have difficulty with short-term sales effect (creators/influencers, TV, PR, online video/CTV, and print). AM/FM radio and podcasts are unique in their ability to drive both short-term sales as well as long-term brand effects.” 
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.”
solutions organization Magid, the RTDNA examines trust in journalism among younger news consumers in 2025. It published the findings earlier this summer. Now, news pros can watch a recording of the webinar that the two organizations conducted to walk journalists through the findings and help them understand how they can improve trust among the next generation of news consumers. 
several capacities over the past 20 years but was most recently with crosstown sports talker WIP-FM co-hosting with Ike Reese. Beasley Media Group Philadelphia Paul Blake says, “Jon Marks is a proven leader and a trusted voice in Philadelphia sports. His credibility, passion, and connection with our audience will be instrumental in driving The Fanatic’s continued growth and success in the market.” Marks comments, “I’m beyond excited for this opportunity. Philadelphia is the best sports city in the country, and the fans here are as passionate as they come. To be able to talk sports with them every day in this new time slot is an honor, and I can’t wait to bring that same energy and passion to middays on The Fanatic.”
“The 
Have you noticed a profile pattern for the mass shooters and political assassins? 20-30 years old. Living at home or close.
Hubbard Radio’s all-news WTOP-FM, Washington is looking for a new morning drive news anchor after Michelle Basch informed the company she will leave her position at the end of the year to relocate out of DC. WTOP director of news and programming Julia Ziegler wrote in a memo to the stations staff, “Anyone who knows Michelle Basch, knows how much she and her husband Mike adore their cabin in Pennsylvania. Michelle and Mike have decided to move there full-time in the Spring, which means Michelle will be leaving WTOP after nearly two decades. The good news? Michelle will continue to anchor AM Drive through the end of the year. She will then do some reporting for us until she and Mike are fully moved to PA. Michelle’s passion for news, commitment to excellence and drive to ‘first get it right, then get it first’ will be greatly missed in this newsroom.” 
insights. Aragon joined Skyview in 2014, and Skyview says he has “built a reputation among his colleagues and our clients as a highly analytical contributor, whose insights support the sales team, our advertisers, and our networks.” At the same time, Heather Baumanis is promoted to executive director, business development and communications. In this role, she’ll support Skyview’s business portfolio of sports partnerships and maintain and contribute to new and existing client relationships while leading the company’s internal, external, and corporate branding initiatives. 
House version contains an eight-year sunset provision on the law requiring all cars manufactured in the U.S. to have an AM radio at no extra cost. The Senate version has no sunset provision. WABC, New York owner John Catsimatidis has been very vocal supporting the bill without the sunset provision. “77WABC and all AM radio stations across the country provide life-saving information and emergency alerts to the public. While the committee’s action may be a step forward, a ridiculous last-minute change sunsets the law in eight years. AM is the backbone of the emergency alert system and tornados, hurricanes, and other disasters won’t go away.”
Don’t let Halloween sneak-up on you. The only holiday Americans spend more for is Christmas. So – to seem more in-touch than your robotic and/or non-local audio competitors – plan something spook-tacular.
and “Up First” stayed in the #1 and #2 spots, respectively. News/talk radio related shows of note include Cumulus Podcast Network’s “VINCE” rising two places to #11 and iHeart Audience Network’s “Armstrong & Getty On Demand” climbs two places to #22. The ranker is based on weekly average downloads for participating publishers. 
Region and Darla Isham is appointed vice president, Northern Region. Other excutive appointments include Aaron Carreno as SVP of product; John Scott as VP of marketing, and Drew Smith as VP of technology. Weil comments, “This leadership restructuring reflects our commitment to providing exceptional service to our listeners and communities across our coverage areas. Each of these executives brings deep experience and a passion for local broadcasting that aligns perfectly with our mission to serve as the voice of our communities.”
that listening has grown across all demographics and time periods versus the Fall 2024 Nationwide report. Some key takeaways are: 1) Among persons 25-54, total U.S. AM/FM radio AQH has grown +6%, powered by a +19% increase in the Portable People Meter markets; 2) Weekends and nights have the greatest growth compared to Fall 2024; 3) Versus Fall 2024, Spring 2025 total U.S. audience growth is greater among men versus women and has increased in older demographics; and 4) Total U.S. Spring 2025 audience growth is up significantly among college graduates and upscale $75K+ income Americans. The blog post notes that the PPM audience growth is due to Nielsen’s three-minute qualifier modernization, which provides a significantly more comprehensive and realistic definition of AM/FM radio’s audience and their listening behavior. Nielsen found 23% of PPM listening occasions were three or four minutes. Under the old five-minute listening qualifier rule, none of this tuning would have received listening credit. Effective with the January 2025 PPM survey, Nielsen began crediting tuning occasions that are three minutes or greater.