SABO SEZ: Ratings Lessons from Dr. Ruth
By Walter Sabo
CEO, Sabo Media Action Partners
A.K.A. Walter M Sterling
Host, WPHT, Philadelphia – daily
Talk Media Network – Sundays
Dr. Ruth Westheimer holds the audience share record for 18-34s in New York.
When her first-ever radio show launched on WYNY-FM it was 15 minutes a week. She solicited letters. By the end of the second week, she had gotten over 1,000 letters.
General manager Dan Griffin put her on the air. Mitch Lebe had a good talk show and had booked Ruth as a guest… she was memorable! Betty Elam, public affairs director met her at a City College lecture. Everyone saw and felt the potential, but it was Mr. Griffin who came to me with the plan to hire Dr. Ruth. I was executive vice president in charge of the NBC FM stations and WYNY-FM was my responsibility. Being tactically and boldly irresponsible I said, “Yup, put her on.”
A few months later, Al Brady Law the next GM and Pete Salant expanded her show to two hours on Sunday nights taking live phone calls. Very quickly she got on the cover of PEOPLE, guested on the “Tonight Show” and became Dr. Ruth!
How did this happen?
— Dan Griffin had been in the CIA. He was brilliant, fearless, and Catholic. I never heard him raise his voice or do anything without reasons and facts. My confidence in his judgement made a sex talk show easy to launch. He knew how to talk to humorless lawyers, advertisers, listeners and the NBC Standards and Practices department.
Dr Ruth’s world was fearless thanks to Dan Griffin. Amateur GMs would have panicked when she said, “blow job” and “vagina,” every week. Dan never blinked.
The underpinning of her success was the lack of fear. Management was fearless. She was fearless. Therefore, she could be authentic. Authenticity is rare, appealing, and always successful. Today, I’ve known talent beaten for making fun of Erin Andrews or posting a meme. How would that management have handled Dr. Ruth? They’d be passed out under the table. When listeners, lawyers, advertisers complain – that means it’s working!
Note GMs Griffin and Law were GOAT programmers who had never spent a second in sales.
— Dr. Ruth had two bullet wounds from her service in the Israeli army. She had no fear – of anything. This is key – she had no concerns about the comments of her psychologist peers or her private patients. Every other radio psychologist I’ve worked with were all concerned about their colleagues’ reactions to their radio work. Not Ruth. She maintained a listed private practice in Manhattan the rest of her life.
— She took direction. We gave her a few tips on how to take phone calls, how to pace a radio show. She embraced and enacted them all.
— Relentless promoter. Dr. Ruth was a self-made star. Every single day, at every meeting she pushed for more air time, press, appearances. She was happy to show up, do the heavy lifting, and work on every possible opportunity to grow the show. All whoopee parties were good news for Dr. Ruth. She launched two cable networks including Lifetime.
— She focused on the cross hairs of her expertise and the listeners’ interests. She never strayed from her knowledge and the listener’s expectations.
Dr. Ruth entered the Radio Hall of Fame without objection from anyone.
She received a purple heart from her service in the Israeli army.
And she was funny as heaven. Thank you, Dr. Ruth.
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.
Next month, as the school year begins in so many places, the listeners that local retailers want as customers transition back to their “normal” routines. Their tempo changes and builds to a holiday season climax. And we – and our advertisers – want to be their soundtrack.
reporter James Flippin will capture the excitement from the convention floor with up-to-the-minute reports and on-the-spot interviews. WABC Radio host Jeanine Pirro will be attending the Convention and will stop by the WABC Radio Booth to share her views.” Company CEO John Catsimatidis adds, “This is an important time in America, and Americans want to know who will be the next president. As a trusted news and political source, it is our responsibility to provide WABC Radio listeners and our affiliated stations’ listeners vital information and insightful commentary live from the Republican National Convention.
iHeartMedia’s news/talk WFLF, Orlando, airing from 7:00 pm to 10:00 pm. iHeartMedia Orlando SVP of programming Ken Holiday states, “We are thrilled to welcome Jesse Kelly to WFLA Orlando! Starting Monday, July 15, Jesse will bring his unfiltered and unapologetic insights to our listeners. From history to politics to pizza, Jesse’s show has it all in a no-nonsense kind of way. Whether you’re a veteran like Jesse or just a good ol’ fashioned red-blooded American, the show has something for everyone.”
June 2024 PPM Data – Information for Nielsen Audio’s June 2024 survey period (May 23 – June 19) has been released for Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford.
added to the program schedule at Nexstar Media’s WGN, Chicago beginning Monday (7/15). WGN Radio VP and general manager Mary Sandberg Boyle says, “‘The Other Side of Midnight with Frank Morano’ is engaging, creative, and lively – a trifecta not often found in late night radio shows.” 
His expertise, passion, and approach align perfectly with our mission to deliver exceptional audio content and services.” In his new role, Jones will oversee all aspects of USRN’s operations, including programming, services, affiliate relations, and affiliate sales. He will continue to work closely with the talented team at USRN and parent company Gemini XIII to develop innovative strategies that enhance the network’s offerings and drive value for its affiliates and partners.
June 2024 PPM Data – Information for Nielsen Audio’s June 2024 ratings period (May 23 – June 19) has been released for Portland, Charlotte, San Antonio, Sacramento, Pittsburgh, Salt Lake City, Las Vegas, Orlando, Cincinnati, Cleveland, Kansas City, and Columbus.
“The Jesse Kelly Show” will originate from Milwaukee’s convention center beginning on Monday (7/15). The “Clay Travis & Buck Sexton Show” will broadcast from local affiliate “News/Talk 1130” WISN on Friday (7/19). Additionally, Sean Hannity will host “The Sean Hannity Show” along with his primetime FOX News Channel program “Hannity” live from Milwaukee. Ben Ferguson will also be on the ground in Milwaukee covering the convention for his various programs, including the nationally syndicated weekend program “The Ben Ferguson Show,” “The Ben Ferguson Podcast” and the “Verdict with Ted Cruz” podcast.
We – inside-the-box – live and breathe radio. Listeners have their hands full just living and breathing. Their day is time crunched and financially challenging, and we want to be its soundtrack.
TOWNHALL News will provide top- and bottom-of-the-hour newscasts live from broadcast seats inside Fiserv Forum, as well as live feeds of acceptance speeches from Republican Presidential nominee Donald J. Trump (7/18) and his as-yet unannounced vice-presidential running mate (7/17). SRN VP news & talk programming Tom Tradup says, “As the 2024 presidential campaign kicks into high gear, SRN and SNC will provide live coverage of the RNC that will be second to none. Along with Mike Gallagher, SRN News White House correspondent Greg Clugston and SRN News U.S. Senate correspondent Bob Agnew, we’ll have on-site perspective from our “America First” host, Dr. Sebastian Gorka, who served as a national security strategist in the first Trump administration.” 
The New York Times’ “The Daily” at #1, NPR’s “NPR News Now” and “First Up” at #2 and #3, respectively, NBC News’ “Dateline NBC” at #4 and Wondery’s “Morbid” at #5. FOX Audio Network’s “FOX News Hourly Update” rose one spot to the #6 rank, and Cumulus Podcast Network’s “Shawn Ryan Show” moved up seven places to finish at the #13 spot. 
-digits in the key 25-54 demo. For the second quarter in a row, CNN hit a 33-year low in total day, 18-49 and 25-54 demos, delivering its smallest younger audience since 1991. In total day, FNC delivered 1,304,000 viewers, 154,000 with 25-54 demo and 96,000 with 18-49 demo, securing a 176% advantage over CNN viewers and 61% over MSNBC. In primetime from 7:00 pm to 11:00 pm, FNC saw 2,037,000 viewers, 214,000 in the 25-54 demo, and 135,000 with 18-49 demo, a 230% lead over CNN and 77% over MSNBC. FNC continued to dominate the share of the cable news audience, capturing 50% of viewers across total day and 54% of prime viewers, the highest level of share for the network since 1Q’2023.
Leonard H. Goldenson was the founder/chairman of ABC, Inc. Before Disney, before Capital Cities, ABC was… ABC and it was run by Mr. Goldenson. He launched the ABC Radio Networks, ABC Television Network, and the original ABC radio and television stations.
Podcast Network for multiple years. Additionally, Levin will also develop and host an all-new show for the network, his first ever original content podcast series. Levin’s radio show airs live from 6:00 pm to 9:00 pm nightly on close to 400 affiliate stations. He says, “This has been my radio home for 23 years, and I am more excited than ever – especially during these tumultuous and historic times – to continue my relationship with my first-rate broadcast partners for many years to come. I understand my obligation is to serve the millions of patriotic Americans in the audience. I am blessed to do what I do, and I am committed every day to providing detailed analyses of current events along with historic context, commentary, and my in-depth perspectives to deliver the very best broadcasting I am able to share with our many listeners.”
Remember the old Gatorade commercial? The “Be like Mike” jingle accompanied a montage of gravity-defying Michael Jordan dunks.
Zobrist tells the St. Louis Post-Dispatch that the change is financial in nature as he is actively seeking a buyer for the station. Leaving KFNS-AM are morning hosts Cam Janssen, Charlie Marlow, and Jim Hayes; late morning host Frank Cusumano, and afternoon personalities Nate Lucas and Bernie Miklasz. In the FOX Sports Radio press release, Zobrist says, “We’re excited to expand our partnership with FOX Sports Radio to bring the biggest names in the sports talk format to St. Louis. Broadcasting FOX Sports Radio’s lineup, along with local play-by-play, will continue our commitment to delivering bold, exciting and entertaining sports talk to our listeners.”
the John Fredericks Radio Network. Carson’s show airs in the 12:00 noon to 3:00 pm daypart. Additionally, Jeri Lyn Broadcasting’s KHTS-AM, Santa Clarita, California picks up the weekend edition of the “Rob Carson Show” for broadcast Saturdays at 3:00 pm. 
am to 10:00 am with “news, interviews, and entertainment, with a relaxed vibe that listeners want on weekends.” Red Apple chief John Catsimatidis states, “Presenting listeners with captivating, interesting programming and big-name hosts always wins, and we have seen proof of that with our growing weekend audience. Our listeners on WABC Radio have gravitated towards the interesting programs we deliver on weekends, including ‘The James Golden Show’ on Saturday mornings.”
Celebrity Golf Chair. This year, the Broadcasters Foundation will debut The BFOA Pickleball Challenge, which will take place from 3:00 pm to 5:00 pm, followed by cocktails and dinner. The Pickleball Challenge is designed to give junior-level broadcast professionals the opportunity to network with their peers and executives, learn more about the Foundation’s charitable purpose, and have fun. MacCourtney states, “The Celebrity Golf Tournament is the second largest Fundraiser for the Broadcasters Foundation. The funds we raise are essential to continuing the Foundation’s mission. Requests for aid continue to escalate and we must be there to help every broadcaster who qualifies.” 
welcome back ESPN NFL insiders Adam Schefter and Field Yates, who will be sharing their expert insights and engaging with fans throughout the event.” ESPN Chicago director of content Danny Zederman states, “‘Football Fest’ is the unofficial kickoff of the NFL season, and I am excited about this year’s fest, from the stars we’ll have in the room to the show we have planned. We listened to fan feedback, and we’ve added new ways for fans to interact with their favorite ESPN Chicago and Bears Radio Network personalities, as well as a live onstage version of our fan-favorite, unfiltered podcast ‘Crosstalk Unhinged’ with Carm, Jurko, Waddle, and Silvy.”
stations mostly for classic hits and adult contemporary music formats. Prior to syndication, Kent worked on the air and in programming at legendary Top 40 stations including WLS, Chicago; KLIF & KFJZ Dallas-Ft Worth; WIBG Philadelphia and more. On the passing of Tom Kent, TALKERS founder Michael Harrison states, “He was a quintessential practitioner of one of America’s great forms of audio art – top 40 radio. The disc jockey, in that now almost completely extinct genre, was a uniquely specialized vocal performer akin to being a singer or musical instrument deftly inserted within the hyper-dynamic backdrop of a symphony known as a radio format. Art Vuolo’s video captures not only the superb talent possessed by Kent in executing this amazing audio choreography – but amply displays his passion for excellence and behind-the-scenes pride. When Kent seamlessly hits the posts on driving rock intros of songs with which he is intimately familiar and pumps his fist with glee when pulling it off, it unleashes an adrenaline rush similar to a pro basketball star landing a slam dunk and swinging that extra second from the rim. 
$63,000 for unit members in New York or Los Angeles and $58,000 for members in other locations; Annual minimum salary increases of 3% in the first year of the contract, and 2% in the second and third year of the contract; Continued 401(k) match, after the company cut the match for non-union employees; and the right to bargain over any implementation of artificial intelligence (AI) in the workplace. In a statement, the iHeart Podcast Network’s bargaining unit states, “We are incredibly proud to announce the ratification of our first contract. After two long years of bargaining, we’ve landed on a contract that we feel greatly improves our working and everyday lives. We are excited to begin life under a union contract and to continue to advocate for our entire unit.”