In Pursuit of Younger Demos
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
The persistent liability of most talk stations is that they attract a high percentage of listeners over the age of 65. Consider that many of those older listeners are attracted to radio shows that are talking for companionship and comfort.
There are simple, tested techniques to incorporate in an on-air presentation that will appeal to a younger listener. If put on the air these tips will also enhance a station’s PPM results.
— Bumper music is unnecessary, it makes breaks seem longer. If it is necessary to use bumper music it should have been recorded after the year 2000. 2000 was obviously 23 years ago. A 35-year-old was 12 in 2000.
— Young people are busy with work, kids, life. They are attracted to radio that matches their pace. The shorter the calls, the younger the callers will be. DO NOT thank callers for holding on – that’s a screener’s job. Thank a caller for holding on and you signal that it takes a long time to get on the air. Busy people won’t call to be put on hold!
— The editorial page of any newspaper has the lowest readership. Comics, horoscope, and entertainment have the highest. Quote the editorial page and you’ll wake up grandpa and scare away the new mom. Did you know Taylor Swift has a new boyfriend?
— Everyone is attracted to mirrors of their lives. We engage with people who have similar problems with their kids, in-laws, jobs, money, car. How would you make a friend at a party? Those techniques will work for you on the air. What did your mother tell you about party talk? “Don’t talk about politics or religion, talk about the weather and the shrimp”
— The easiest way to attract younger listeners and repel older listeners is to play music on the weekend. Targeted, researched music that appeals to the exact audience age you covet. WABC features several music shows on the weekend. Sabo Media’s charter clients include “New Jersey 101.5” and “Real Radio Orlando” They air music all weekend, talk all week.
BONUS: Music on the weekend puts a station on concert, movie, music, club, and bar buys!
Just like a music station, a talk station must present a consistent package of entertainment, topics, news stories, music selection, production elements must appeal to your target listener. No wavering.
Above is a picture of two of Sterling On Sunday’s loyal listeners. Steven and Casandra of Burlington, NJ. Steven owns the bakery, Casandra works there and is a junior in college.
Walter Sabo founded Sabo Media to work with innovative media companies such as RKO, SiriusXM Satellite Radio, PARADE magazine, Pegasus, Apollo Advisers and others. He produces and hosts the successful talk show, Sterling On Sunday. Last Sunday the topics included how to know what’s in the custard in donuts.www.waltersterlingshow.com. Walter Sabo can be emailed at walter@sabomedia.com.
CBS Sports Radio in 2021. She’s also an analyst for SNY, appearing on “Baseball Night in New York.” Perloff joined CBS Sports Radio in 2022 after 13 years with “The Dan Patrick Show” where he earned the nickname “McLovin.” CBS Sports Radio brand manager Spike Eskin says, “Maggie and Perloff are going to be awesome in the morning. The way the show has grown and evolved over the last couple of years is so exciting, and we’re really looking forward to bringing their special mix of opinions, interviews and fun to the morning.”
Radio plans to reduce its workforce by 12% due to a “free fall in the advertising market.” The source is a memo to staffers from NYPR CEO LaFontaine Oliver. The story goes on to note that the organization employs about 340 full- and part-time workers at WNYC, classical WQXR, and the Gothamist news site. 
signature programs, My Home Library, which raises funds to provide home libraries to economically disadvantaged children in Houston. Audacy Houston SVP and market manager Sarah Frazier says, “Through the power of community and compassion, we’re delighted to help provide a brighter future for underserved children. We are proud to support the Barbara Bush Houston Literacy Foundation in their critical mission once again.”
Hollywood and the nation in 2015 when Jill Blackstone, a respected television talk show producer, was accused of killing her disabled sister Wendy and their rescue dogs. While Jill Blackstone claimed the deaths were caused by accidental carbon monoxide poisoning, police believe she produced the scene to make it look like an accident. Although the case against Jill Blackstone ended with a no contest plea deal, a new anonymous source has come forward to release evidence never before made public, so that the real story of what happened to Wendy Blackstone, and the secrets being kept by the Blackstone family, can finally be revealed.
Attention news/talk radio sellers! Get ready to meet your new best friend… and it is not who you think it is.
monthly, and 77% have ever listened to podcasts. “All of this podcast and AM/FM radio audience duplication means there are great cross-promotion opportunities.” Among the podcast audience, over half the ad-supported time spent goes to podcasts themselves at a 53% share. AM/FM radio follows with a 37% share. Distantly following are ad-supported SiriusXM (4%), ad-supported Spotify (3%), and ad-supported Pandora (3%). Additionally, MARU/Matchbox was commissioned to study Cumulus Media radio listeners who listened for at least an hour to stations in Dallas, Chicago, Detroit, San Francisco and Atlanta and were exposed to promos for eight Cumulus Podcast Network podcast titles. Overall, 54% of the Cumulus radio audience were aware of the eight Cumulus Podcast Network podcasts. A much larger promotion of heavy AM/FM radio listeners (67%) were aware of the podcast titles, and a whopping 75% of the heavy AM/FM radio streaming audience were aware of the podcast titles. 
publicly traded company controlled by the conglomerate. Liberty Media CEO Greg Maffei says, “SiriusXM minority shareholders will also benefit from enhanced trading dynamics, including increased liquidity and likelihood of future index inclusion.” A merger between the two would result in SiriusXM minority investors owning about 16% of the new company, with Liberty Media controlling the rest. SiriusXM says it is evaluating the offer. 
Southwest Florida.” The stations can also be streamed and consumed as podcasts via PodcastRadioUS.com. Podcast Radio states, “Podcast Radio features live ‘Podjocks’, including former KROQ-FM, Los Angeles personality and legendary Radio Hall of Famer Gene ‘Bean’ Baxter. The format will showcase the very best produced and popular podcasts from the United States and all over the world, including audio content from TedAudio (TedTalk), Wondery, Evergreen, Corus, and more! The initiative with Beasley is the first of its kind for the company in the United States. The format will be offered to radio stations and groups on a network/barter basis via KMG Networks. AdLarge Media has been selected to facilitate the network advertising sales.” Beasley Media Group chief content officer Justin Chase says, “Podcast Radio is an idea that Caroline Beasley and our team have been thinking about and researching for years and we’re excited to be the first to launch this format in the United States. This concept has been highly successful for Gerry [Edwards] and his team in the United Kingdom, and we believe our audience will fall in love with the Podcast Radio U.S. version we present on our stations.”
pieces designed to bring some eerie seasonal sounds to stations of all formats. Sounds featured in the free Benztown Halloween AudioPack include: ghoulish whispers, clinking chains, blood-hungry zombies, creepy-crawly SFX, hauntingly horrific musicbeds, and more sonic treats and audio hocus pocus. 
“Dateline NBC” at #3. Radio related podcasts in the top 25 of this ranker include: Cumulus Podcast Network’s “The Dan Bongino Show” at #7, Cumulus Podcast Network’s “Mark Levin Podcast” rising four spots to #19, and Salem Podcast Network’s “The Charlie Kirk Show” at #22. Just as it did last month, Triton notes that Cumulus experienced data collection issues with the Daily Wire shows (such as “The Ben Shapiro Show” which ranked #3 in the June report) during this period. 
“Turkey” Stearnes, who, along with other Black baseball players in the early 20th century, was shut out of Major League Baseball due to his race. The series explores how America’s pastime was shaped by its history of segregation and the impact Black players have had on the sport. Rose uncovers powerful stories and rarely told history by exploring her own family history and through interviews with living Negro Leagues player Ron Teasley, Negro Leagues Baseball Museum president Bob Kendrick, baseball researcher and Seamheads Negro League Database co-founder Kevin Johnson, and more.
credentials counseling a new couple every week. Couples will be played by a cast of esteemed actors and comedians including Fred Armisen, Ike Barinholtz, Kate Berlant, Janine Brito, Rachel Dratch, John Early, Tina Fey, and more. Executive producer Liz Cackowski says, “We are huge fans and listeners of podcasts in every genre. Love self-help podcasts, love true crime, love the celebrity interview show, all of it. And as comedians, we show our love through parody, which perhaps is something the next self-help podcast can help me work through. We’re excited to partner with Audacy to bring this series to life.”
also saw 5.2 million total multiplatform unique viewers, up 9% year over year. Outkick founder (and co-host of the Premiere Networks nationally syndicated “Clay Travis and Buck Sexton Show”) Clay Travis says, “OutKick’s growth continues to spotlight our cutting-edge content and fearless talent. I’m excited for what’s to come especially with college football and NFL in full swing.”
radio brand – will not continue the lease after it expires on August 31, 2024. Good Karma owns WEPN-AM, New York and company chief Craig Karmazin tells the Post, “We’re committed to serving the New York sports fan and with the combination of our AM signal, the ESPN New York app, podcasts, smart speakers, YES and other additional audio and video distribution, investing in an FM signal was not relevant in the way it was a decade ago.” The piece states the lease price for the signal is “in the $12.5 million per year range.” It also reports that sources indicate Emmis is seeking roughly $50 million in a purchase deal. 
announces the publication of his eighth book. Titled, Twilight’s Last Gleaming: Can America Be Saved? (Post Hill Press 2023), is in the pre-order phase. The introduction to the book was written by former President Donald Trump. Starnes is available for interviews by emailing Grace Baker at 
network, and this new project takes the audience “on a wild ride through the hottest headlines, trends, and debates that didn’t quite make it onto their daily radio show.” New episodes are posted Wednesdays on FOX Sports Radio’s YouTube page, and the podcast is available on iHeartRadio and everywhere podcasts are heard. 
for violation of his contract for working with the upstart platform that promoted Gargano as “coming soon” at its launch last week. PHLY is operated by the ALLCITY Network. The Inquirer reports, “Beasley said Gargano told ‘The Fanatic’ on Sept. 11, less than 24 hours before PHLY launched, that he intended to continue hosting his show while also accepting employment with the new sports outlet, where among other things he would write articles and appear on podcasts.” Beasley says that is in violation of his contract that runs through October of 2024, which states he is “prohibited from providing services to a competing business while he is employed by Beasley.” 
stations. He will continue to serve as brand manager for KRLD. Anderssen joined Audacy in May of 2022 after serving with Cox Media Group for 24 years in markets including Atlanta, Orlando and Tulsa. Audacy EVP and head of programming Jeff Sottolano states, “Drew is an experienced leader with bold ideas for the future of the news/talk format. With his proven expertise, we are confident that Drew will lead the way in shaping our brand and format strategy, delivering exceptional content and driving continued success for our local brands and our digital platforms.”
Phillip Lindsay’ begins a new era for the station’s flagship program airing weekdays from 2:00 pm to 6:00 pm. Bye moves to afternoons after serving on the midday show. Replacing Bye as Brandon Stokley’s partner is Josh Dover on the “Stokley and Josh” program airing in the 10:00 am to 2:00 pm daypart. Dover previously served with Kroenke Sports and Entertainment’s KKSE-FM, Denver. At the same time, the station is extending the “Schlereth and Evans” morning show to air from 6:00 am to 10:00 am. Bonneville Denver SVP and market manager Katie Reid says, “We are proud to usher in a new generation here on ‘104.3 The Fan.’ This new lineup will provide a stable and consistent listening experience for our audience. We’re extremely excited to welcome both Phil and Josh, as their high character, dynamic personalities and passion for their Denver community will resonate deeply with our audience.”
and their deep knowledge and passion for the local sports scene make them the perfect duo to lead this exciting new midday show. We believe ‘The Insiders’ will provide our listeners with insightful analysis, engaging conversations and a unique perspective on all things sports in Sacramento.” James Ham states, “I am extremely excited to expand my role at ‘ESPN 1320’ and give Sacramento listeners more daily local content to digest. D-Lo [Damien Barling] and KC [Kenny Caraway] have built an incredible community and platform. Adding ‘The Insiders’ show should be considered an extension of that brand. I look forward to working with Kyle Madson and am ready for the new adventure ahead.”
Kevin West died yesterday morning (9/18) at the age of 62 after suffering a medical emergency. West retired from the Cumulus Media station in June and had begun working as the public affairs director for the Chattanooga Police Department. West was a 24-year veteran of the U.S. Navy, retiring two years ago with the rank of captain. He is survived by his wife Carlene and five children. 