SABO SEZ: Do You Really Think the Back of Your Head is Worth Watching?
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”
The drive to stream video of radio shows has always been risky. Remember your shock when you first saw one of your radio heroes? Video streaming can present a constant disconnect between the show in the listener’s head and the show on the stream. Many stations make the disconnect worse by streaming terrible video images. Combine the trauma of how a host really looks with a dreary TV show and the package cannot benefit the relationship between station and listener/viewer.
Too many stations stream from one or two fixed cameras in the studio. That picture looks like a police interrogation room. Some stations embarrassingly use one camera on a two person show. The result is a shot of the face of one host and the back of the head of the other, for the entire show. OMG.
Done right, video should enhance the listening experience, it should make the hosts more attractive, more engaging, and more entertaining.
Mistake: Many radio hosts ignore the cameras during spot breaks. These hosts go silent during spots, giving a viewer absolutely no reason to stream. Obviously, if one sits in silence during the break the image presented is pure boredom. On the radio, the listener hears commercials. On their stream they see a silent radio host doing nothing. Double disappointment.
Producing video that enhances a radio show experience takes planning and commitment. One technically simple way to make video work for a host is to address the audience directly during commercial breaks. One on one. The moment a break starts, smart hosts and anchors address the camera and candidly speak with the viewer. Their conversation is topical, urgent and fun.
Engaging the viewer during radio commercial breaks provides added value to a stream and a reason to watch.
Some examples worth watching are found in these links:
— B-93, Grand Rapids morning host Aly Mac never stops talking with streaming viewers. She does it
right, two shows… one on the radio, one on the stream. Seamless and fun.
— WPHT produces a TV show with switching, graphics that flows with the radio show.
— Baylee Martin is a TV anchor who could teach the industry how to conduct an on-air show enhanced by the stream. Hearst should sell schedules in her stream content. Have a look, she’s a streaming savant.
When streaming, consider if the video stream is helping or hurting the radio show. If the “reveal” is the back of a head, hurting!
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.
and Mandarin, with plans to expand to even more shows and languages in the future. Host Jay Shetty says, “We have been fortunate to build a huge global audience that continues to reach more people around the world every day. One of the questions I get asked most is, ‘When will the podcast be in Spanish? When will it be in Hindi?’ And now, not only those, but several more languages as well. Expanding into more languages gives us the special opportunity to serve our audience better and bring these conversations to even more people. I truly believe this will deepen our impact, extend our reach and push forward our mission to make the world happier, healthier and more healed.” iHeart Digital Audio Group CEO Conal Byrne says, “Global podcast listenership continues to rise, with podcast consumption significantly growing in regions such as Latin America, Europe, India and other parts of Asia. Podcast translation is an exciting step forward as content continues to globalize, allowing us to bring our catalog of hit shows and talent to these regions, helping us reach new audiences and bring fresh, insightful content worldwide.”
“Two of my children live out of state and it’s difficult to sneak in quick visits. But now it won’t be. I’ll get to spend longer periods with my kids and grandkids, and just hopefully take and enjoy what life has to offer. There is no drama and no intrigue. Judi and I are still very good friends, almost like brother and sister. We’re both grateful that they threw us together back in 1997. The chemistry was instant, and the laughter has never stopped. Yeah, there have been some tumultuous times thrown in there as well, but it was all good. So, so, so good. I was lucky enough to be a part of radio’s history in New Jersey. Don’t get me wrong: Our ratings are still very high, and for that, I am extremely grateful. But I will still be a part of the radio station, filling in when the need arises. I’ll possibly be doing some appearances and definitely some writing for NJ1015.com.” 
crosstown country WUSN-FM “US 99” and was honored by the Country Music Association as Major Market Personality of the Year in 2010 and for four consecutive years, was honored as the Country Radio Broadcasters’ Major Market Talent of the Year. Station program director Stephanie Tichenor says, “Ray has been instrumental in bringing Conservative content to morning drive on the Big 89. His energy, his experience, and his ability to deliver the local lens of the right conversation has been invaluable for our listeners. We look forward to the continued growth and success of 890 WLS with Ray Stevens in morning drive.” Stevens comments, “Excited to continue doing wake ups in my hometown of Chicago. I love that WLS management always supports my wild ideas. Ideas that make our city better for every neighborhood and everybody! Pets included! We have a lot of work to do, and we are doing it!”
African American residents, as well as progressive listeners more broadly. KBLA Talk 1580 continues to be the most ‘trusted, credible, and reliable’ media source in Southern California for African Americans and beyond. While KBLA Talk 1580 is unapologetically progressive, the station and its on-air talent prioritize good ideas over ideology.” KBLA will hold a “Juneteenth Backyard Barbecue” today at Kenneth Hahn State Recreation Area from 4:00 pm to 8:00 pm. On Saturday (6/21) KBLA will present an “Empowerment Congress Juneteenth Community Celebration & Dialogue” at The Beehive from 9:00 am to 2:00 pm, and on Sunday (6/22), station host Dominique DiPrima will moderate a “State of Black Women in Los Angeles” symposium at The Living Room @ Faithful Central Bible Church from 10:00 am to 2:00 pm.
Buffalo market, acquired WHDL from Cumulus Media earlier this year. He says, “I’m thrilled to be debuting a local talk station that deals with real issues. I feel the conservative talk lane is open, and that will give listeners a choice of the type of talk that they really want to hear.” The station will feature syndicated shows including Premiere Networks’ “The Sean Hannity Show,” “Glenn Beck,” “Clay Travis & Buck Sexton,” and “Jesse Kelly,” plus Erik Erickson, Lars Larson, Vince Coglianese, and more. New York State Assemblyman David DiPietro will also host a local program.
KPIs and lower CPMs can be misleading, and a channel’s ability to claim conversion credit doesn’t necessarily translate to real value. This bias can lead to underinvestment in traditional channels, like radio, which, despite being perceived as less effective, can deliver substantial ROI.” The perceived effectiveness of radio by marketers puts it dead last in ROI. But a weighted average shows that radio is second only to social media in ROI. The study also found that “podcasts demonstrate strong ROI, comparable to TV and digital display, yet they are often overlooked or undervalued.” 
average downloads and NPR maintains its grasp on the top two spots with “NPR News Now” at #1 and “Up First” at #2. iHeartRadio’s “Stuff You Should Know” is #3 and Audacy’s 
community events, retail/client events, local fairs and more. You will meet new people and engage with the public. Plus, interact with multi-media marketing pros to get an edge on your career with real world experience. This is a great job for all ages over the age of 18. If you are retired, a veteran, looking to fill some time on the weekends, in college looking for some extra part-time work or interested in the radio and television industry this is a great opportunity.” The position pays $21 per hour. 
manager Liz Mayer says, “There is no denying that YouTube is playing an important role in the podcast ecosystem, especially when it comes to discovering new podcasts. However, over half of weekly podcast consumers indicate they consume via audio primarily. So, while the new video capabilities are exciting and need to be focused on, the industry can’t forget that it’s what consumers are hearing that is most important.” Highlights from the report include: 1) Audio remains the primary mode of podcast consumption (58%) despite growing video options; 2) YouTube is the leading podcast platform, yet it is not a walled garden as consumers listen to podcasts across multiple platforms; 3) Podcast discovery: YouTube is the place to be found; 44% of new podcast audiences started listening on YouTube; 4) Downloads and listens underestimate the actual audience: The current download impression model fails to account for co-listening; and 5) Why podcast advertising works so well: Podcasts hosts are three times more influential than social media influencers. 
group’s CEO. As part of the new deal, Hyphenate and Longoria will executive produce a slate of new original podcasts with iHeartMedia’s My Cultura. She says, “Storytelling shapes how we see ourselves and how the world sees us, and podcasting is one of the most intimate, accessible and powerful ways to connect with audiences and share meaningful, authentic conversations. There’s never been a more urgent time to elevate Latino voices and talent. Through this partnership between Hyphenate and iHeart’s My Cultura, we’re building a bigger platform for stories that reflect the richness and complexity of our community.”
to the industry in a free webinar on June 25 at 2:00 pm ET. More than 2,000 people ages 13-24 in the U.S. were surveyed for the report. Edison says, “The study explores what shapes the lives of Gen Z – from current issues to overall outlooks, and what their media choices include – from music discovery to their favorite podcasts. Learn how Gen Z listeners use audio, tech, and social media, and most importantly, the role audio plays in their daily lives.” 
With so many of us taking vacation time soon, guest hosts are often local somebodies who are not career broadcasters and don’t share our second-nature performance routines. For their benefit, these tips, based on my experience on both sides of the mic:
Thursday (6/12) in New York City. The Distinguished Service Award was presented to WABC Radio in recognition of a century of broadcasting leadership and its continued role as a vital force in American media. During his acceptance speech, Catsimatidis stated, “92% of the American people believed what Walter Cronkite said, and I think news has to get back to that situation and that’s what we’re doing at WABC.” He added, “I am honored to accept the Distinguished Service Award on behalf of WABC Radio, Margo [Catsimatidis], Chad [Lopez], and the entire team. We are committed to common sense, presenting all sides of a story, and letting the listeners decide.”
At first, I thought it was a joke. When I realized there were serious people having serious meetings about the joke, it became both horrific and symptomatic
primary to take on Democrat Mikie Sherrill in November. New Jersey 101.5’s coverage noted, “Conservative radio host Bill Spadea was expected to give Ciattarelli a fight, but any hope that Spadea might have had to keep the race close ended when President Donald Trump endorsed Ciattarelli. Ciattarelli defeated Spadea on election night with a landslide victory margin of over 40 points. Ciattarelli swept every county, including Ocean County, where Spadea’s base of support was believed to be strongest.” So far, neither the station nor Spadea have stated whether Spadea intends to return to the morning radio program.
underserved major markets” as it will debut “The Word Miami” on WWFE, Miami. That station has been airing Spanish language “La Poderosa.” Salem CEO David Santrella comments, “This is more than a station launch – it’s a calling fulfilled. Miami has long been underserved by strong, consistent Christian broadcast content. Salem was called to fill that gap. This expansion is a bold step in our mission to proclaim the Good News through every available channel.” The station is simulcast on AM 1550 WRHC (Miramar) and is also available via FM translators at 103.1 FM (Miami) and 98.7 FM (Miramar).
was the 26th year for the iconic Iowa summertime event that brings some 325 vintage tractors together at the Midwest Old Threshers Reunion fairgrounds in Mount Pleasant, Iowa. NRG Media says that while some entities might have been deterred from taking over such a popular and well-established event, company COO/CFO Jim Smith embraced the opportunity. He says, “We’re learning as we go, but we’re learning from people who have done this for a long time – very seasoned – so… it hasn’t been that heavy of a lift because we’re surrounded by good people.”