ENOUGH! The Selling Culture Has Failed Radio
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling On Sunday
Talk Media Network
The creeping culture of sales-determines-all has brought the industry to this moment of despair. The selling culture has failed the medium. It is time to, once again, segregate the sales and programming departments. Take the budgets away from the program directors and inspire them to create exciting UNPREDICTABLE programming.
Earnings calls for most radio companies were held this week. Not pretty. Declarations of the demise of radio are constant, emotional, and desperate. Bleak conditions in the radio industry have occurred before. A review of past crises and how they were overcome is constructive, urgent, and essential.
For example, in 1952, network TV was launched and showed signs of success. NBC, ABC, and CBS moved their money from radio to TV. Longform radio shows were cancelled leaving stations across the country with a problem. At the time, most radio stations were small shops, usually family-owned, therefore the need to add hours of local programming was a financial challenge. The solution was presented by a programmer.
Todd Storz’ family owned stations in Omaha, Kansas City, Minneapolis, New Orleans, St Louis and Oklahoma City. He was young and obsessed with radio. His stations were losing money and the future, without network show blocks, was uncertain. Todd ate at a diner daily and noticed that even after it closed, the waitresses put their own money in the jukebox to hear the same songs they had heard all day. Hit after hit. Todd created a list of the top 40 songs, built a production sound and put it on his Omaha station. The station was #1 overnight. His top 40 format was aired on his owned stations with the same results.
Ruth Meyer was the program director of WMCA, New York where she established the GOOD GUYS dynasty. Before WMCA Ruth was the PD of Storz’s station in Kansas City. I asked her who did what at Storz and she said, “It was all Todd.” Todd was a programmer who never spent a day in sales. Storz’s programming idea changed and, yes, saved the industry.
When Todd died at 38 years of age his father – a businessman – took over the company. After Todd’s death, the stations died too. Why? Storz station manager Deane Johnson explained, “Todd’s death [and the control of the radio stations falling to Todd’s father] brought about a shift from a ‘programming company’ to a ‘money company.’”
Radio’s next challenge was FM. It is a popular myth that the shift from AM listening to FM was driven by the higher quality of the FM signal. FM’s signal had been available since 1948. No one listened.
You don’t go to iMAX to watch the huge, superior white screen. You go to watch a movie on the huge superior white screen. When the FCC mandated an end to AM/FM simulcasts, the general managers had no idea what to do and isn’t it time for golf?
Obsessed, very young radio fanboy programmers such as Michael Harrison and Allen Shaw joined with frustrated senior programmers like B. Mitchel Reed, Scott Muni, Murray the K and Tom Donahue to EXPERIMENT with new programming techniques. They imagined and implemented progressive rock, free-form, album rock. THEN the crowds came to FM to hear exciting UNPREDICTABLE programming.
In 1966, Tom O’Neil, the founder/chairman of RKO General owned many money-losing, major market stations. The solution? Better sellers? Better sales training? A sales master course? No. The answer was Bill Drake. O’Neil hired Bill Drake and allowed him to create exciting UNPREDICABLE programming. Drake’s programming saved many RKO stations and was copied by hundreds of stations across the country. Drake’s programming saved them, too.
ALL of radio’s challenges today can be solved with programming invented by programmers free to program. Enough with “it’s not in the budget.” Enough with “it will bring in money.” Enough with “it’s good for sales.” Enough with talent having to generate half their salary in billing to be retained. Enough!
Unleash today’s program directors to follow their instincts, their facts and no more having to check with corporate. Why? Because checking with corporate hasn’t worked. Checking with corporate stops the flow of ideas, it freezes them in time. Radio is live, in the moment. When radio programming is frozen in time it MUST fail. Give up corporate engagement. Let programmers surprise you.
To quote a mentor, ABC Radio Network’s VP Dick McCauley (a sales guy), “A great salesperson is one who has a great product.” He said it a lot.
Walter Sabo was the youngest executive vice president in the history of NBC. He was the programming consultant to RKO General longer than Bill Drake. According to a Sirius corporate EVP, “Sirius exists because of what Walter Sabo did.” He hosts a Talk Media Network radio show as Walter M. Sterling, “Sterling on Sunday.” Find out more here: www.waltersterlingshow.com Contact him at walter@sabomedia.com or 646.678.1110
10:00 pm to 1:00 am slot. Additionally, the station adds new weekend shows including Compass Media Networks’ “The Erick Erickson Show” (Saturdays, 1:00 pm to 4:00 pm), FOX News Radio’s “FOX Across America” with Jimmy Failla (Saturdays, 6:00 pm to 8:00 pm), and Todd Herman (Sundays, 7:00 pm to 9:00 pm). Audacy Gainesville-Ocala SVP and market manager Peter Rothfuss states, “These strategic changes mark the most significant additions to the station’s talk show roster in years, reinforcing its position as North Central Florida’s premier news and opinion-leading station. The fresh lineup showcases the most influential voices in the region and is designed to propel ‘The Sky’ towards unprecedented growth, especially as the station approaches the highly anticipated election season.”
Broadcast revenue decreased 5.3% to $49.7 million from $52.5 million; Station Operating Income decreased 43.5% to $6.2 million from $10.9 million; Same Station net broadcast revenue decreased 5.8% to $49.4 million from $52.4 million; and Same Station operating income decreased 37.7% to $6.8 million from $10.9 million. Digital Media revenue increased 0.5% to $10.9 million from $10.8 million, and Publishing revenue decreased 3.5% to $5.2 million from $5.4 million. Salem reports that as of June 30, 2023, the company was not in compliance with its fixed charge coverage ratio. On August 7, 2023 it signed a forbearance whereby the bank agreed not to exercise remedies on the default during the month of August. Additionally, the notional amount of the revolver was reduced from $30 million to $25 million with a minimum availability of $1 million. The interest rate associated with the revolver increased by two percentage points effective July 1, 2023 through the date of the forbearance amendment.
is a great opportunity to help lead one of the best newsrooms in the area. I look forward to coaching and training future newsroom leaders and collaborating with our veteran journalists. I am excited to work with this new management team to deliver great local coverage of Washington, DC, and the surrounding communities.” McFarland comes to WTOP from NBC Boston, Telemundo Boston and New England Cable News where he was assistant news director. Nguyen recently served as a multimedia reporter in local markets in Kansas (WIBW-TV) and Illinois (WQAD-TV) as well as having worked at CNN, Radio Free Asia, NHK World and CCTV America in both reporter and assignment editor roles. WTOP director of news and programming Julie Ziegler comments, “I am so excited to have the force of Monique, Giang and Bill behind our daily newsroom operations. Having their combined talents on both the broadcast and digital sides is exactly what we need to meet our daily mission of delivering the most compelling content to our listeners and readers across all platforms.”
iHeartMedia’s financial by segment, broadcast radio revenue was $429 million, a decline of 7.2% over Q2 of 2022. Network radio was $122 million (down 4.2%), digital revenue (excluding podcast) was $164 million (down 1.6%), and podcasting revenue was $96.7 million (up 12.9%). iHeartMedia chairman and CEO Bob Pittman says, “We are pleased to report that our second quarter 2023 results reflected Adjusted EBITDA slightly above the midpoint of the guidance range, and more than double the Adjusted EBITDA we generated in the first quarter, and our consolidated revenue were above the guidance range. The continued positive performance of our Digital Audio Group, led by our Podcasting business, and the significantly improved relative performance of our Multiplatform Group during this soft advertising period, are encouraging metrics for us, and we’re seeing indications of improving macroeconomic trends which we expect to have a positive impact for us in the second half of the year, with most of that impact in Q4.”
court under the COVID-19 Consumer Protection Act for peddling false information about the COVID pandemic in order to sell supplements and vitamins. The trial was set to begin on August 21 before Nepute and prosecutors agreed to pay an $80,000 fine and refrain from marketing his vitamin products as effective preventatives against COVID-19. Nepute and Quickwork LLC – a company in which he is part owner – were targeted by federal officials after Nepute claimed on his “Real Talk with Dr. Eric Nepute” program that vitamin D and zinc supplements could prevent or cure COVID-19. Nepute signed a consent order in 2021 agreeing not to disseminate information that his supplements could prevent COVID but in 2022 he caught the government’s attention for saying vitamins were more beneficial than the COVID vaccine. 
Newsmax registered an impressive 88% percent jump in prime time, among all viewers, year over year. Nielsen also reported Newsmax witnessed 62% in total day and 56% in day-time ratings Monday through Friday.” Newsmax CEO Christopher Ruddy states, “It’s clear millions of Americans have made the switch to Newsmax, and they like what they see. They also like our powerhouse lineup starting with Greta Van Susteren every night at 6:00 pm Eastern.”
Congressman to support the AM Radio For Every Vehicle Act, Senate Bill 1669…stopping automakers from removing the AM band from new models they are manufacturing. SRN hosts Mike Gallagher, Charlie Kirk, Sebastian Gorka, Hugh Hewitt, Brandon Tatum and Dennis Prager are featured in the PSAs. SRN VP/news & talk programming Tom Tradup comments, “This action is one way the 80-million people who depend on AM radio for news, critical weather updates and vigorous debate on issues can peacefully and patriotically approach their lawmakers directly to share their views.”
programs will be made available on FOX Nation in the coming months. OutKick founder Clay Travis says, “OutKick has seen rapid growth over the last two years and we are thrilled to begin streaming our authentic content with the loyal audience that FOX Nation has cultivated.”
and entrepreneurs. The company says Smiley will continue to serve as managing editor of his signature show with SmileyAudioMedia, Inc producing and syndicating the program. The program’s first affiliate station is Equity Media LLC’s talk WBOK, New Orleans. Smiley says, “We’re excited to bring our radio program to listeners across America. Our innovative programming with groundbreaking, exclusive interviews has filled a void for African American and progressive listeners in Southern California and soon in markets throughout the United States.” Smiley was honored with the “Gene Burns Memorial Award for Freedom of Speech” – a.k.a., the Freedom of Speech Award – from TALKERS magazine at this year’s TALKERS 2023 conference held on June 2 at Hofstra University.
Seattle as well; Kevin Isaacs, GM for Cleveland, will now also manage Pittsburgh; and Mark Durkin, regional VP/GM for Sacramento, will also manage Phoenix. This comes months after Carolyn Cassidy was assigned both Tampa and Columbus and John Gallagher began leading Chicago and Little Rock. Salem adds, “In some cases, the former GM will stay on in a sales/sales management role.” Company CEO David Santrella comments, “These changes were made to allow Salem to continue to innovate and invest in our business and to allow the very best leaders to oversee our radio stations.” Salem is also combining the sales efforts of Salem Media Reps and the Salem Web Network with the combined sales team reporting to Mike Reed and Mike DeAmicis at Salem Media Reps. Company COO David Evans adds, “This unified sales team will now have easier access to all digital assets within our company to more fully grow into a ‘One-World’ company that offers ministries, advertisers, and our audiences’ multiple platforms with which to consume content and reach communities.”
on new contracts to continue “The Hang Zone” show. The report indicates that Cumulus and the two hosts had been negotiating for the better part of seven months on new, long term deals but McDowell & Kemp and the company were split over digital media projects that the two wanted to pursue beyond their work with “The Ticket.” They resigned on Tuesday (7/17). Cumulus has not officially named a new host or hosts for the 12:00 noon to 3:00 pm daypart.
By 2009, I had been making my living consulting and coaching talk hosts for 14 years, but I myself had not yet hosted a talk show. Like Rush Limbaugh before he went-talk, I had lots of on-air time under my belt as a music DJ. And that same skill set contributes to talk radio success: “Play the hits” (topics) and convert Cume to AQH (technique).
As TALKERS noted yesterday (Thursday, 7/13), Genuine Austin Radio’s KTXX “104.9 The Horn” will be dropping its sports talk format in just over two weeks (8/1). For the past seven years, “The Horn” was the home of University of Texas football, men’s basketball and baseball broadcasts; however, that will change owing to the upcoming format flip. Taking over as new flagships for the Texas Longhorns are iHeartMedia Austin sports talk KVET-AM “AM 1300 The Zone Austin’s Sports Talk” and its country cluster-mate, KVET-FM. The two outlets will simulcast football and men’s basketball. 
According to iHeartMedia sports president Kevin Legrett, “The Texas Longhorns is one of the leading college sports brands in the country. Longhorn Nation continues to be recognized for their pride and dedication to their home team. We are excited to be the broadcast home to these passionate sports fans, providing great programming and play-by-play coverage not only in Austin, but everywhere via iHeartRadio.” University of Texas vice president/director of athletics Chris Del Conte comments, “The move of our network’s flagship radio station to KVET is a huge win for our fans in Austin and central Texas. The powerful signals of ‘AM 1300 The Zone’ and [KVET-FM] will give our Longhorn faithful access to crystal-clear radio game broadcasts from the northern tips of Williamson County down to the southern regions of Caldwell and Hays counties and out east to our friends in Bastrop and west into the beautiful Hill Country. No matter where you are in that footprint, you’ll get your Horns loud and clear from kickoff, tipoff or first pitch. Then you add the cherry on top to this deal with our network’s partnership with the mighty brand of iHeartMedia, and we’ve hit a home run in every way.” This will be Craig Way’s 23rd year as play-by-play voice of the Longhorns. The deal was negotiated by rightsholder Learfield’s Longhorn Sports Properties.
Judge Andrew Napolitano, his Ampere Parkway Productions, Lapcom Communications, and Crossover Media Group enter into a partnership to expand sales/marketing of Napolitano’s “Judging Freedom” podcast. Crossover Media Group managing partner Sue Freund tells TALKERS, “The addition of the ‘Judging Freedom’ podcast to our portfolio is an honor. This partnership signifies our commitment to bringing diverse voices to the forefront. CMG has seen the positive results the judge delivers for advertisers which has further reinforced our enthusiasm for being involved with – and taking – this podcast to the marketing community.” Lapcom Communications president Steve Lapa – who writes a weekly (Monday) column for TALKERS – comments, “The ‘Judging Freedom’ brand resonates with over five million fans each month. We look forward to the expertise of the Crossover Media Group team as they take ‘Judging Freedom’ to the next level.” Napolitano adds, “We are thrilled to embark on this exciting marketing partnership with everyone at CMG. Their expertise and dedication fit perfectly with our vision for the ‘Judging Freedom’ podcast.” Napolitano’s storylines have included legal, government, and national security issues. The partnership begins with Napolitano’s 30-minute interview of Democratic presidential candidate Robert F. Kennedy, Jr.
WBEN/Buffalo Adds the Armstrong & Getty Show. The Armstrong & Getty Show has added yet another major market – WBEN, Buffalo. The Audacy-owned outlet is one of the most respected news/talk radio stations in the country having won numerous state, regional, and national awards for its news reporting. It is also one of the country’s heritage stations, tracing its beginning to 1922. WBEN operations director/Audacy news talk format VP Tim Wenger tells TALKERS, “We’re thrilled to have Armstrong & Getty as part of the evening lineup at WBEN. Their entertaining approach to current events and politics is a refreshing way to cap off the daylong programming on the station.” In a joint statement, Jack Armstrong and Joe Getty (pictured above left) say, “We’re excited to join the list of great radio voices that have been part of Buffalo and WBEN. Now, more than ever, it’s important that folks get a perspective from outside the mainstream media. We’re here to be that honest voice.” For more information about The Armstrong & Getty Show, contact Eric Weiss at The Weiss Agency: 
Las Vegas Abuzz Over Raiders and Jimmy Garoppolo. Nationally syndicated, Las Vegas-based TALKERS Heavy Hundred host Dr. Daliah Wachs of the Genesis Communications Network met and received a jersey signed by the new Las Vegas Raider‘s quarterback Jimmy Garoppolo. The two are pictured (right) at an NFL “Salute To Service” event at Nellis Air Force Base. Wachs tells TALKERS, “The region is hopeful that Garoppolo will add that winning spark to the team if only he stays healthy.”
Coinciding with the Independent Broadcasters Foundation’s fourth anniversary are new enhancements (including a redesigned website which unveils today) and policies. To more effectively focus on members’ needs, the IBA implements a cap of 300 company members, with no limit on number of stations under a company. According to IBA president/executive director Ron Stone, “These improvements allow the IBA to grow into the best possible organization representing independent radio stations. Future members will have market exclusivity to IBA membership. All current members that share a market will be grandfathered in and are not affected by this change. A group is considered one company. Once we reach the 300-mark, membership will be closed. New members will only be received if the number of member companies drops below 300.” National cash contests will now include text-to-win capability and Stone states, “Participating member stations have experienced as much as 30X ROI from [those contests].” Only IBA member stations can participate in the September National Cash Contest; the deadline for stations and groups to register is in less than three weeks (7/31). An IBA member may be a single station or a group of stations, as long as the company is not traded on a public market.
Accusing social media giant Meta of pilfering former Twitter employees to create a “copycat” application, Twitter is threatening legal action against Meta over “Threads,” Meta’s text-based “Twitter killer” platform. In a letter addressed to Meta chief executive officer Mark Zuckerberg, Twitter lawyer Alex Spiro argues that Meta used Twitter’s trade secrets and intellectual property to build Threads. Flatly dismissing Spiro’s letter, Meta spokesperson Andy Stone states on Threads, “No one on the Threads engineering team is a former Twitter employee – that’s just not a thing.” Heretofore silent on the launch of Threads, Twitter executive chair/chief technical officer Elon Musk late last week backed Spiro’s claims stating, “Competition is fine – cheating is not.” In addition, Twitter chief executive officer Linda Yaccarino tweeted that Twitter is “often imitated – but the Twitter community can never be duplicated.” According to Zuckerberg, Threads drew more than 30 million sign-ups within 48 hours of last Wednesday night’s (7/5) launch; that number has reportedly now more than tripled, exceeding the 100-million mark.
gained unauthorized access to a significant amount of data belonging to Townsquare Media. According to their statement, the threat actors allegedly possess a staggering 251GB of the company’s data. This includes files sourced from the company’s servers and workstations, explicitly targeting those created within the past year.” The story does not indicate how much money the hackers are asking for, but they are reportedly giving Townsquare a week to respond before making the data public. 
Congratulations! You’ve made to the halfway point this year.
“During the past decade, I’ve absolutely fallen in love with the people of Central Virginia. This community has been so welcoming to my family and I cherish having the chance to help out a bit by serving as an advocate for special needs kids, saluting our law enforcement officers, and sharing vital news and information.” Audacy Virginia SVP and market manager Bennett Zier comments, “Jeff is a great citizen of Virginia and continues to be an important part of the WRVA family.”