SABO SEZ: Surprise Sells
By Walter Sabo
A.K.A. Walter M Sterling, Host
Sterling Every Damn Night, WPHT, Philadelphia
Sterling On Sunday, TMN
PPM meter measurement accurately reflects how most people listen to the radio. When a station is engaging, they leave the station on. When they are bored, they change the station. Station surfing can happen dozens of times an hour. The diary could not measure typical listener behavior. Diaries were a reflection of recall. No listener, driving at 70 MPH pulled over to write down station changes, they just guessed at their recalled radio behaviors and wrote them down.
The biggest flaw or fraud of both diary and PPM data editing was corrected this week by Nielsen.
• Nielsen/Arbitron has measured radio listening in 15-minute intervals, AQH, since the 1920s.
• The change to three minutes is intended to reflect changing listening habits and attention spans.
• The change is expected to benefit advertisers by increasing the number of people tallied who hear their ads.
• The change is also expected to benefit stations by increasing the number of quarter-hours they receive credit for.
Good news, it’s working. In an analysis of the first week of the new editing technique, ACs and adult music FMs have seen increases in AQH as high a 40%.
• Talk shows have enjoyed jumps of 25-31%
• The new editing strategy amplifies the inherent nature of the Meter: More topics the better. More change, the better.
A serious burden dumped on talk radio was the distorted edict that format consistency is essential to success. It is. And that’s exactly what it means FORMATICS, NOT TOPICS.
“Formatics” cover station ID, branding elements, promo production, audio processing, phone number pitch, service element placement. BUT NOT THE SAME DAMN TOPIC ALL DAY.
The same topic all day is why stations that once had double digit shares, are selling off transmitter land to keep bond holders at bay.
People in social situations who only talk about one thing quickly lose friend and are considered bores. Sure, a few people hang around them all day, but new friends are rare. Do you see similarities to the belief that TALK is high AQH but low cume? Low cume is a bad, unstable business. The new Nielsen editing rewards with higher AQH but only if content delivers constant surprises.
Consultant Walter Sabo a.k.a. Walter M Sterling has a nightly show “Sterling Every Damn Night” heard on WPHT, Philadelphia 10:00 pm – 1:00 am. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs Sundays 10:00 pm – 1:00 am ET, and is now in its 10th year of success. He can be reached by email at waltermsterling@gmail.com or Sabowalter@gmail.com. Meet Walter Sabo at GENERATIONS 2025 in NYC on March 8.
To say that I am excited about the forthcoming Intercollegiate Broadcasting System (IBS) conference coming up in New York City on Friday March 7 and Saturday March 8 is an understatement. I am proud that TALKERS has taken on the role of “presenting sponsor” of the entire event and that this year’s iteration of the annual “TALKERS” conference will be taking a unique and groundbreaking turn toward the future of radio-oriented broadcasting within the context of the industry’s leading youth-oriented gathering.
If professional radio is truly concerned about an aging audience and a deteriorating “farm system” from which to recruit new talent, it’s time to connect with the largest concentration of young broadcasters and listeners found on the planet in America’s dynamic campus radio station and communications department scene.
As the excitement builds for Super Bowl LIX, Audacy has positioned itself to be the “go-to audio home” for football fans nationwide. With flagship stations 96.5 The Fan (KFNZ-FM) in Kansas City and Sports Radio 94WIP (WIP-FM) in Philadelphia, the company is set to provide fans with in-depth analysis, exclusive interviews, and live play-by-play coverage of the big game on February 9. Additionally, six Audacy sports stations and Audacy’s newly launched BetMGM Network will broadcast live from the radio row, to provide listeners the latest updates, expert insights, and exclusive interviews throughout Super Bowl week. And with Westwood One’s national broadcast on 20 Audacy sports stations, the plan is for fans across the country not to miss a moment. Audacy tells TALKERS, “Whether on the air or on the free Audacy app, listeners can tune in for every snap, every score, and every story leading up to and following Super Bowl LIX.” Please click 
After the first White House press briefing by the youngest presidential press secretary in history, the calls, emails and texts keep flowing in to me about Karoline Leavitt.
Back in 2022, we were at a client remote, and the owner told me he wanted to introduce us to this young lady who had been a White House aide near the end of Trump’s term. “She is going places,” our client told us.
Harrison as “one of the most dynamic and effective radio managers in America” – has served as president of WABC Radio, Red Apple Media Group, and the Red Apple Audio Network since the iconic AM station was acquired and expanded five years ago by New York-based billionaire businessman / talk show host / philanthropist John Catsimatidis. Since then, the station and its associated media group have shown explosive growth that has grabbed the attention and respect of the national broadcasting industry. Prior to joining Red Apple, Lopez had already achieved notable recognition for his leadership as VP/MM of Cumulus New York and before that as GSM of CBS Radio New York. The Fireside Chat will be one of the highlights of the innovative four-hour TALKERS event on Saturday, March 8 that will be co-located with the national Intercollegiate Broadcasting System (IBS) conference March 7-8 at the Sheraton New York Times Square hotel. More speakers will be announced next week. For more information about the event including discount conference registration and room registrations, please see the story immediately below.
indelible mark on the industry, growing Audacy from a few small radio stations into a scaled multi-platform audio content and entertainment powerhouse. He has built a great company with leading positions across the country’s largest markets and an outstanding portfolio of exclusive, premium audio content. Under David’s dedicated leadership, Audacy has been positioned for longterm success, and we look forward to working with Kelli and the entire team as the company begins its next exciting chapter.” In a statement, Field says, “Since I joined Audacy, then Entercom, we have grown from $10 million in revenues with ten niche radio stations into a $1.2 billion, multi-platform audio leader with one of the country’s two scaled radio broadcast groups, one of the largest podcast networks and the unrivaled top position in sports audio. Audacy recently completed a very successful 2024, delivering industry-leading EBITDA growth of more than 70% through the third quarter and significant revenue share gains across our radio and digital businesses. With the company in a strong competitive and financial position, now is the optimal time to pass the baton to new leadership. I am deeply proud of our extraordinary team and everything we have accomplished for our listeners, customers, partners, and communities. The company is in great hands, and I look forward to seeing the next chapter of Audacy’s success.”
Offering LLC and says the deadline to apply for shares in the pre-public offering private placement is Friday (1/31). Newsmax says that its private placement investments are near the $185 million mark. Newsmax has made information about the offering available via its NewsmaxInvest.com site. The offering is available to accredited investors with an annual income of $200,000 or a $1 million-plus net worth.
African Americans across U.S. history and society. Red Apple Audio Networks air personalities Dominic Carter and James Golden, a.k.a Bo Snerdley anchor the stories about notable black figures from activists and civil rights pioneers to entertainers, politicians, scientists, and athletes who broke through racial barriers including: Harriet Tubman, Sojourner Truth, Martin Luther King Jr,Malcom X, Rosa Parks, Louis Armstrong, Sidney Portier, Muddy Waters, Thurgood Marshall, Jackie Robinson,Kobe Bryant, Clifton Wharton, and more. The RAAN Black History Month Vignettes are available to radio stations for download upon request by contacting the network 
managed Cumulus’ Shreveport and Bossier City, Louisiana stations. Welling takes over for the retiring Chris Monk. Cumulus president of operations Bob Walker says, “We are thankful to Chris for the strong foundation he has built for our clusters in Flint and Saginaw and wish him all the best in his retirement. As we look to the future, we are excited to welcome Cody back to Cumulus to take our powerful brands to the next level. Cody is a passionate broadcaster who is dedicated to helping local businesses connect with our audiences and fully leverage the opportunities our traditional and digital assets provide.”
1,250 startups at the Doha Exhibition and Convention Centre from February 23 – 26. Sessions at the event will feature iHeartMedia Digital Audio Group CEO Conal Byrne, as well as iHeartPodcasts talent including Malcolm Gladwell, Jay Shetty, David Eagleman, and Jonathan Strickland. Additionally, as part of the partnership, Web Summit Qatar will introduce the iHeart Podcast Creator Studio, featuring an on-site iHeartPodcasts Recording Studio and attendee lounge for live show taping on the showroom floor.
international nonprofit relief organization Foor for the Poor’s podcast, “Beyond the Plate.” Gallagher is feted for the philanthropic spirit and the millions of dollars raised by him and his listeners – inspired by his late wife, Denise. Salem Radio Network VP/news & talk programming Tom Tradup states, “In addition to being one of America’s best talk show hosts, Mike Gallagher is literally second to none in tapping the generosity of his nationwide audience in fighting hunger and malnutrition by generating donations to nonprofits like Food for the Poor.” 
Don McLean recalls the newspaper headline on February 3, 1959: “Three Rock’n’roll Stars Killed in Plane Crash.” He says, “I cried,” telling AARP Magazine that, years later, “I had my tape machine on, and this song just came out of me: ‘A long, long time ago, I can still remember how that music used to make me smile…’”
Travis & Buck Sexton Podcast Network, distributed by iHeartPodcasts, and as the name implies will focus on the Trump administration. The focus of the new podcast will be on “the most important piece of news about President Donald Trump as covered on ‘The Clay Travis and Buck Sexton Show’” and the hosts will provide “comprehensive analysis and commentary, while breaking down the impact the news may have on Americans and their daily lives.” 
posted triple digit increases versus the inauguration of President Joe Biden in 2021 and grew in viewership versus 2017.” Specifically, coverage across FOX News Channel and FOX Business Network peaked at 12 million viewers and 2.6 million in A25-54 in the 12:00 noon ET hour. From 11:30 am to 1:00 pm ET, FNC’s Inauguration of Donald Trump, co-anchored by chief political anchor “Special Report” anchor Bret Baier and anchor and executive editor of “The Story” Martha MacCallum, garnered 11.4 million in viewers and 2.4 million in A25-54, outpacing broadcast networks ABC, NBC, CBS in viewers and all cable networks across the board.
acquisition of AMFM, took on an EVP role at Premiere Networks. He was the president of the fledgling liberal talk radio company Air America and joined Westwood One after Air America shut down in 2006. TALKERS publisher Michael Harrison states, “This is a devastating loss to the radio industry. I had the privilege of working with Gary all the way back to my music radio days when he was a young executive at the old MJI Broadcasting with major industry players like Julie Talbott and Josh Feigenbaum in the early days of our careers. He has subsequently worn a number of key management and entrepreneurial hats in the business – all reflecting his dedication to professionalism and quality. He was very well liked and respected by broadcasters on both sides of the Atlantic. He will be missed.” A service will be held on January 26, 2025 at Riverside Memorial Chapel at 180 West 76th Street, New York, NY 10023. In lieu of flowers, the family requests donations be made to the American Foundation for Suicide Prevention in Gary Krantz’s memory.
(distributed by Premiere Networks) which runs two hours per day, five days per week on stations across the nation, is one of the most innovative and well-received syndicated talk radio shows (as well as podcasts) to come down the pike in many years. It is described by Habeeb as follows: “There’s no debate or opinion. No 
politics. No news. Just stories that bring people together around common values, themes, and the founding principles and ideals of our nation. Stories that create a space for listeners to escape the news and noise of the day and be moved and informed. To listen and learn.” Habeeb’s talk show credentials are formidable. He co-founded Laura Ingraham’s national radio show in 2001, moved to Salem Media in 2008 as VP of content, and launched “Our American Stories” in 2016. He’s a University of Virginia Law School graduate, a Newsweek essayist, and lives in Oxford, Mississippi with his wife Valerie and daughter Reagan. He is currently ranked #11 on the TALKERS “Heavy Hundred” list of the 100 Most Important Radio Talk Show Hosts in America. Harrison and Habeeb engage in an illuminating conversation about the importance of history and the power of storytelling. Don’t miss this!