SABO SEZ: The Future Will Include a Need for Talk Show Hosts
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
And TMN syndicated, “Sterling on Sunday”
The problem with technocrats is they believe computer programs and machines solve all problems. A technocrat in charge of a business will it kill it, for sure. For example, once a movie theatre is automated, not requiring a pesky projectionist or even a snack counter attendant, you and I would still not buy a ticket – unless the theater was showing an actual MOVIE!
A radio company can “invest” in automation systems like Wide-orbit, saving an outrageous 15 bucks an hour for a “board op” or NexGen or NewsBoss. None of those systems win a single Nielsen meter.
The future of the radio medium is determined by its ability to attract an audience. Audience is obviously not built by technology but by compelling hosts. This phenomenon is eternal. For over 100 years, listeners have been attracted by personalities, ideas, information, songs, jokes, passion.
PREDICTION: Tech, AI will not replace any truly talented talk radio host by a mile.
One More Thought: Write a Letter
What can a host do to secure their essential participation beyond prepping a show? Write a letter! My Dad was a retailer who bought a lot of radio time. In his office he had a credenza of awards, family photos, and… framed letters from radio personalities. Spending hours in the car with a radio voice turns that voice into a star. Receiving a letter from a star is a life event. My Dad framed the letters he got from his favorite radio stars who hosted the shows he sponsored.
All the damn spots we air are actually invitations to send fan mail to the advertisers. Cheesy, yes, but the autograph industry is robust. The more ways a host engages with advertisers and listeners (touchpoints), the more secure their job becomes.
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.
Artificial intelligence now makes it possible to replicate a human voice with striking accuracy. For broadcasters, podcasters, and content creators, the central question is: When does using or imitating a voice become a legal problem? The answer depends on the person being imitated, the purpose of the use, and the rights attached to that voice. Below is a six-bucket framework to help evaluate the risk.
Baby Boomers (born 1946–1964) are some 20% of the U.S. population, but control more than 50% of all household wealth. They hold $70+ trillion in assets and spend an estimated $548 billion annually. They are lifelong AM/FM listeners, and they’re redefining what life after 60 looks like. Are you into what they’re up to?
for the quarter to $22.2 million compared to the same period last year. For the quarter, operating income was $1.4 million compared to $2.1 million for the same quarter last year and station operating income decreased 6.4% to $6.0 million. Saga reports net income of $1.1 million for the quarter compared to the net income of $2.5 million it reported in the second quarter of 2024.
says, “While the advertising backdrop for legacy media remains challenging, in the quarter we continued to outperform our radio peers, gaining market share across all broadcast spot revenue channels. We also significantly outperformed in digital, delivering double the growth rate of our radio peers, driven by the 38% year-over-year increase in our digital marketing services business. Additionally, we executed $5 million of annualized cost reductions, bringing total annualized cost reductions to $175 million over the last 5 years. These results underscore our disciplined focus on optimizing performance and investing in growth opportunities despite capital constraints. Looking ahead, while we do not expect near-term relief from market headwinds, we are confident in our ability to position the business for long-term success through strong execution and by capitalizing on the Company’s valuable underlying assets.”
sports talk KSAC-AM/K284CM, effective September 2. This comes five years after he was fired by Bonneville’s KHTK, Sacramento and the Kings after a social media exchange with former Kings player DeMarcus Cousins about the Black Lives Matter movement and used the phrase, “all lives matter.” Napear sued Bonneville and lost but is currently appealing that ruling. Napear tells the Bee, “It’s going to be the Grant Napear show that people have listened to for decades. I’m competitive. I’m not only coming back to Sacramento. I’m coming back to win.” 
a partnership between NewsTalkSTL and Newsmax. NewsTalkSTL says this will be Chris Arps’s second visit to Israel in the past month. His previous trip, which took place during Iranian airstrikes, was a sightseeing tour. This time, he returns as part of a diplomatic delegation organized by Newsmax in coordination with the Israeli government. Tim Jones says, “Traveling to Israel, especially during this consequential time, will be a life changing trip. Experiencing the Holy Land, visiting with top Israeli officials, all while literally walking in the footsteps of Jesus, will be an incredible experience for all of us in NewsTalkSTL nation.” NewsTalkSTL president of programming Jeff Allen says, “It should be an incredible week of content from Tim and Chris. They won’t just be sharing their impressions; they’ll have stories you can only get by being there on the ground.”
Stevens anchored weekday mornings on SportsGrid. VSiN EVP Steve Cohen says, “Ben is a terrific addition to the most trusted brand in sports betting information at a time when sports fans across the country look to us for information that helps them make informed college football wagering decisions. A seasoned on-air sports betting talent that can speak across all major sports, ‘Big 10 Ben’ has deep expertise in college football that our viewers and listeners will enjoy.”
place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact 
(NMI).” Nielsen adds, “As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.” NPR and Ocean Media are among the charter subscribers at launch.
“creative quality is the number one sales driver” and this is often a surprise to advertisers and media agencies who think media tactics (targeting, reach, etc.) drive the most sales. It’s for good reason that everyone wants high brand awareness. A major study from TikTok reveals the greater a brand’s awareness, the greater the purchase conversion. Brands with high aided awareness have 2.86x greater conversion rates compared to low awareness brands. But not all categories operate similarly, Podscribe says that purchase conversion varies widely by advertising category and advises that it’s important to understand the purchase conversion benchmarks for your product category. 
You did everything right – or so you thought. You used a short clip, added commentary, or reshared something everyone else was already posting. Then one day, a notice shows up in your inbox. A takedown. A demand. A legal-sounding, nasty-toned email claiming copyright infringement, and asking for payment.
South Florida viewers are confused. WPLG, which brands as “Local 10,” was an ABC-TV affiliate for 69 years… until yesterday. Now it’s more local than ever, after divorcing its network, whose programming moved to the FOX affiliate’s digital channels 18.1 and 7.2, now branded “ABC Miami.” Among courteous FAQs about this change on WPLG’s web site: “How do I rescan my TV?” to find ABC programming.
the program “continues to build a powerful platform that champions American values, highlights critical national security issues, and gives voice to law enforcement, veterans, and grassroots advocates.” Letts adds, “I’m honored to bring our message to listeners in Los Angeles and Portland. Now more than ever, we need open, honest dialogue on the challenges facing our country – and we’re doing just that, one conversation at a time.”
co-host of the midday show alongside longtime station personality Judi Franco. Johnson – who served as the station’s program director from 1999 through 2017 – 
takes over for Dennis Malloy who retired from the program last week. Johnson says, “Coming back to ‘New Jersey 101.5’ feels like coming home. This station has always had a one-of-a-kind connection to the people of New Jersey. I’m honored to be part of it again — and even more excited to team up with Judi Franco, who’s as sharp, fearless, and funny as they come.” Townsquare Media regional VP Brian Lang says, “Eric is the perfect choice to join Judi on middays. He’s got a longstanding relationship with her, understands the power of the ‘New Jersey 101.5’ brand, and brings instant chemistry to the mic. We couldn’t be more excited — I can’t wait to hear ‘The Judi & EJ Show’ in action.”