SABO SEZ: Cash Comes from Ideas, Not Budgets
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”
There are two broad categories of thought: Task. Creative. When in creative mode, a person innovates, imagines, plans, and solves problems. An idea bank is a bank! Money grows from the results of imagination: new products, new music, new formats, new sales strategies. Business growth depends on new!
Task mode is focused on the past. Accounting, legal, sorting, painting, mowing, eating, surviving. Tasks are essential activities but financially break even, at best.
Your colleagues probably suffer from thoughts of radio industry consolidation and cutbacks. Personally, there was a moment in my career that still haunts me at this writing. A moment more profound than consolidation or repeal of FCC ownership financial requirements.
The crash moment in the history of radio was when a program director uttered these words:
“It’s not in the budget.”
The words were less shocking than the source. Owners and general managers had said, we don’t have the money, but never the program director. Program directors, in my experience, lived in a charged creative fantasy. They imagined better shows, contests, DJ patter, bigger, better, fun-er radio for bigger ratings. Programmers thrived in an environment of creative challenges rather than tasks. PDs were often not even shown their budgets.
Creative-mode results in breathtaking promotions (win a house, win your rent, win a six pack of Corvettes.) Audience-daring formats such as album-oriented rock and all sports. Exciting air talent: Howard Stern, Neil Rogers, Jake Fogelnest, John Kobylt.
Programmers heard general managers say, “A good salesman is one with a good product.” Or, “If you deliver ratings, the sales department will sell it.” Intuitively, general managers and owners knew that if they kept their programmers and talent on the creative side of their brains, the station could succeed.
There were conversations between general managers and program directors when the PD would have “suggestions” about sales and the GMs would say, “That’s the sales manager’s job” and shut down the PD! Therefore, PDs were kept on the creative side of their brains, the idea bank.
Driving a new idea, a new format, promotion, or on-air technique demands a programmer’s knowledge and passion. Without passion, few new strategies are launched. Birthing a new idea in radio is way too difficult to achieve with just logic. New ideas come to exist by fighting for budgets, fighting to win acceptance from staff.
New ideas are worth the fight because they can bring audience growth and fresh cash.
As the industry puzzles over declining sales, declining youth listening, and declining buzz, don’t blame consolidation and streaming. Blame owners that have given programmers the ultimate excuse to not try new ideas, not push new promotions, not embrace fresh talent, not take risks that lead to growth. “It’s not in the budget.”
Shut the door on your way out.
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.
marketers about perceived media effectiveness in which radio came in last place, behind all measured traditional and digital media types. According to Nielsen’s global ROI benchmarks, radio delivers the second highest return for advertisers, second only to social media. Nielsen’s ROI benchmarks show radio delivers higher returns for advertisers than all other other traditional media. While radio is perceived to be less effective than digital media, it delivers an ROI +30% higher than video and display, and +70% higher than search and CTV. 
manager Steve Finateri says, “Ryan Ermanni is not only a seasoned broadcaster with deep roots in Detroit media, he’s also a longtime fan of WJR. His passion for Detroit, his engaging on-air presence, and his respect for what WJR represents make him a perfect fit for our team.” Ermanni comments, “I am so honored to be a part of the WJR daily lineup. I’ve always considered myself just a regular guy from the neighborhood who happens to have a really cool job. The WJR call letters mean something to me, as they do for many people who have grown up in our city and our state. I hope to build the same trust and connection here on WJR as I did at FOX 2. I’m not your typical newsman. I wear my personality on my sleeve, and I react to stories the way someone might if they were sitting at home or in their car. We joke that I’m a “man of the people” — and honestly, I take that as the highest compliment. What you see is what you get. So, if you spot me around town, don’t be shy – come say hello.”
news/talk WIND-AM. On Tuesday she posted, “After 15 1/2 years at WIND AM560 radio, due to staffing reductions, today was my last day on the air. I am still processing this but I am happy to announce I have launched http://AmyJacobsonLive.com where I will be hosting a weekly podcast, posting behind-the-scenes blogs, livestreaming.” Jacobson has been co-hosting the morning show with Dan Proft who appears to be continuing the program solo. 
last 11 years, the study has been reprised annually to track buy-side podcast advertising consideration and intention. The latest Advertiser Perceptions study, conducted in June 2025 with 302 marketers and media agencies, reveals advertiser/agency podcasting usage and interest has reached an 11-year high.” Some of the notable takeaways from this study include: 1) Nine out of 10 marketers and media agencies say they have discussed podcast advertising for potential investment; 2) Podcast advertising consideration surges to an eleven-year high: 74% of brands and agencies say they are likely to consider advertising in podcasts; 3) Podcast spending intention jumps to 69%, an eleven-year record; and 4) 78% of agencies and advertisers currently advertise in podcasts, a 5X increase since the first IAB podcast upfront in 2015. 
Are archived shows – whole hours – your station’s only on-demand offering? It’s an easy checkbox: post the aircheck, call it a podcast.
market manager Lance Hawkins says, “Joe Pags represents everything we value at KTSA. He’s dynamic, authentic, and rooted in Texas values. Our mission is to build radio brands that are Live and Local, deeply involved in the communities they serve, and always evolving. Pags’ addition to KTSA proves that mission in action.” Pags says that his welcome to KTSA is both professional and personal. “I am thrilled to call KTSA the new flagship for the Joe Pags Show. I’ve been based in San Antonio for 20 years and have always been a fan of the amazing hosts on KTSA. It’s truly an honor to get back on the air in SA and talk with these amazing people on their ride home once again. I can’t thank Jeff Warshaw, Lance Hawkins
Griffo will have oversight of the Panama City market and Matt Stone, PD for the company’s Fort Walton Beach operations will serve as program director. JVC Broadcasting president and CEO John Caracciolo says, “This isn’t a corporate merger. This is a local broadcaster investing in local communities. We believe in radio that serves the neighborhoods we live in, not just the bottom line.”
are grateful to Steve and Ken Thiele (founder & executive chairman) for their magnanimous corporate contribution to support the work of the Broadcasters Foundation. With support like this from the broadcast industry, the Broadcasters Foundation can continue to deliver much-needed aid to those in our business who need it most. We hope this match campaign inspires other organizations to find impactful ways to support our unique mission.” For information about the Broadcasters Foundation, including how to make a donation or apply for aid, please visit 
If you saved back issues from when TALKERS was a print tabloid, dig-down about 20 years into the stack. A couple times a year beginning then, I was reporting from conferences then called The Podcast and New Media Expo, which later evolved into NMX and BlogWorld and other incarnations.
Olivia will be a great addition to the Commission. Olivia brings years of valuable experience to the agency, including her public service on Capitol Hill and time in the private sector. I am confident that her deep expertise and knowledge will enable her to hit the ground running, and she will be an exceptionally effective FCC Commissioner. I look forward to welcoming Olivia to the Commission as a colleague and advancing an agenda that will deliver great results for the American people.” Fellow Commissioner, Democrat Anna Gomez also welcomes Trusty, saying, “I want to congratulate Olivia Trusty on her confirmation and welcome her to the FCC. I have known Olivia for years and have been very impressed with her strong background in communications policy and deep understanding of the technical aspects of this job, which will be a great asset to this agency. I look forward to working with her to return the FCC to its core priorities of protecting consumers, promoting innovation and competition, and securing our communication networks.”
throughout the Patriots season. Andrews will also be featured on The Sports Hub Patriots Radio Network Pregame Show and will co-host a video podcast with Alex Barth. WBZ-FM program director Rick Radzik says, “David’s leadership and deep understanding of the game made him a standout on the field, and we’re excited to bring that same level of insight and authenticity to our listeners. He’s a natural fit for our lineup and the perfect voice to help break down the season from a player perspective.” Andrews comments, “I’ve enjoyed a great relationship with ‘The Sports Hub’ since coming to New England 10 years ago. I’m looking forward to providing my analysis and perspective across the station’s various platforms this season.”
over for Jeff Evans, who was recently promoted to vice president of radio for HMG. Pickett previously served as director of content for Townsquare Media in Boise and as regional vice president at iHeartMedia, “further strengthening his background in multi-market and multi-format programming, talent development, and creating engaging on-air content. His broad experience and passion for mission-driven media make him uniquely equipped to lead WayFM into its next season of growth and innovation.”
chairman and chief executive officer of Nexstar Media Group, who will remain on the executive committee as immediate past joint board chair. Also, Chris Ornelas, EVP and general counsel for Beasley Media Group, was elected chair by the NAB Radio Board. Leonard Wheeler, president of Mel Wheeler, Inc was elected first vice chair while Allen Power, president, Broadcast Media for Salem Media Group, was elected second vice chair. Eddie Harrell, co-president, Audio Division of Urban One was elected to the major group representative seat on the NAB Radio Board.
illness or disaster. In addition, the campaign strives to raise awareness of the Broadcasters Foundation’s charitable purpose to ensure that anyone in radio and television who might qualify for aid can apply. BFoA president Tim McCarthy states, “Please do not stand on the sidelines. If you’re part of the broadcasting community, while we hope you never need us, we need to be here for you should disaster or illness strike. The need for aid continues to grow each year, and I ask every broadcaster to consider a personal or corporate donation.” To make a BFOA Giving Day donation, radio and television professionals may click 
show was on Friday (6/6). Shattuck – whose career includes time spent as producer of Boston Herald Radio, producer and host at WRKO and WTKK-FM in Boston, as well as editor at the Boston Herald – hosted the midday show at WTIC for the past four years. He also produces and hosts the podcast, “Burn Barrel,” and will continue with that effort. Audacy is going syndicated in the daypart featuring FOX News Radio’s “The Brian Kilmeade Show” followed by “The Erick Erickson Show.”
fans their “essential end-of-day rundown of the four most important stories breaking while you were busy.” The Erickson show says “4 Things to Know This Afternoon” delivers “smart analysis of the four biggest headlines shaping the nation and the world in less than ten minutes. From national security to culture, economics to politics, Erick distills the noise into clarity – cutting through the spin with conviction, context, and a clear-eyed view of where things stand.”