The Problems Facing Radio Were Not Caused by Consolidation
By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
As your friends get fired and on-air hosts are replaced with WideOrbit and Profitable Software, the mournful refrain is to unfairly blame consolidation. Consolidation has, in fact, made the medium financially viable and brought hundreds of individual stations from a river of red ink to the glow of black ink. Prior to consolidation, over half the radio stations in the U.S. lost money – year after year. Not a secret stat, those numbers were revealed annually by the NAB.
The flaw in the deregulation law was the elimination of the rules regarding financing of station acquisitions. Previous regulations required a licensee to prove it had the financial resources to cover expenses through the term of the license. Licenses could not be purchased with debt. Licensees could not sell the license until it expired. Radio stations could not be used for speculatory financial gain. When those rules were tossed, the industry hit a financial tailspin from which it has not recovered. That’s the problem.
That is not a “problem” with radio. In talks with publisher Michael Harrison about his exciting role in the United Nations as executive advisor to World Radio Day 2024, we shared a key observation: The world’s radio industry is overwhelmingly enthusiastic. Working with clients in London, Toronto, Montreal, Amsterdam, Athens and Sydney, the passion for the medium continues to grow and is supported by audience engagement and response.
Internationally, there is a robust radio set design and manufacturing industry. European listeners seek clothing featuring radio set themes and artwork. Believe me, the food at the NAB Europe is much better than that crap served here.
Follow the money. Radio is not legacy media. Radio is proven media – proven for over 100 years. Local retail advertisers are a practical lot. They buy advertising that works for this weekend. If it doesn’t bring feet to the floor and dollars to the door, sponsors just don’t repeat-buy.
I was the in-house programming guru at SiriusXM Satellite Radio for eight years starting pre-launch. The reason Sirius exists is test after test revealed that Americans liked radio so much, used radio so much, they wanted more stations. More choice. More.
Consolidation, with considerable credit to Randy Michaels, allowed radio to convert from a frequency media buy to a reach media buy. That puts radio in budgets with TV. The opportunity right now is to actually monetize radio’s clout as a reach medium. Create scarcity. More spots mean cheaper spots, smaller budgets and higher expense. More spots mean much less efficiency for media buyers. Media buyers have to spend their budgets. They would prefer to spend that money with one or two outlets before lunch rather than having to “make the buy” by purchasing dozens and dozens of stations acquiring spots that are cheap, bonused, thrown in, flanked, and here are some tickets. The fix starts with raising the price to meet the public’s perception and usage levels of radio.
Walter Sabo has grown audience share for a roster of clients that has included SiriusXM Satellite Radio, RKO, ABC, Apollo Advisors, Hearst, Wall Street Journal Radio and many others. Reach him at walter@sabomedia.com. Learn about his unique radio show at www.waltersterlingshow.com
audience. Salem Church Products creates and distributes resources for churches and ministries in the areas of church media, worship, children’s ministry, preaching, teaching and employment through online resources including WorshipHouse Media, SermonSearch, ChurchStaffing, Children’s Ministry Deals and many others. Salem COO David Evans says, “We are proud of the Church Products business we have built over the years. What started with a single website – SermonSearch – has grown into a successful organization providing valuable resources and services to local churches and their pastors. Any time we look to sell a business, we look for organizations that share our passion and that can take that business to the next level. Gloo is just such an organization and we couldn’t be more thrilled.”
radio and media company personnel focusing on where broadcasters are vulnerable and steps that should be taken to become more secure as well as comply with federal regulations. The 90-minute webinar will take place on Friday, October 20 at 2:00 pm ET.
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. 
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.
journalists “ask tough, but respectful questions to get answers,” and 61% say it is very important they fact-check those candidates. RTDNA president and CEO Dan Shelley comments, “In our highly polarized society, Americans need to rely on their trusted local sources of news to get the facts about candidates, campaigns and other political issues. These findings offer a clear roadmap to ensure local reporters and news managers are providing voters with the information they crave to make critical decisions in the voting booth.” Other data from the study reflects news consumers’ attitudes about news organizations, finding that 47% of those surveyed said they were in strong agreement that the information they get from local news sources is accurate and correct. That number drops to 41% when local news outlets cover political issues. It also found that just 39% of people were in strong agreement that local news sources were balanced and represented all sides of an issue. 
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. 
If you are a seller in the terrestrial radio business, please listen carefully. That faint voice you hear could be the Fat Lady warming up – old Brunhilde ready to wrap it up and put an end to that long, sad Wagnerian opera, known as traditional, transactional radio sales.
recently director of sales at the company’s Beaumont, Texas/Lake Charles, Louisiana operations. The cluster includes news/talk WJCW-AM, sports talk WXSM-AM and two music brands. Walker says, “I’m extremely excited to be joining our Tri-Cities team. Cumulus Media is a great company to be a part of, supporting its employees with many great resources for our success. I’m looking forward to the opportunity to serve our Tri-Cities team, advertisers, and community. I have family in the market and can’t wait to call Tri-Cities home.”
Times Square, New York City. Attendees will hear from experts on everything mental health, panels, live podcasting, and breakout rooms including the podcast “MEternal,” that addresses the complexities of the Black maternal health crisis. Charlamagne Tha God says, “The Mental Wealth Expo was created for anyone who knows they need to start on their healing journey, but don’t know the first place to begin. It’s a day for folks to get exposed to mental health experts and resources that can get them on the right path and they get to receive this information for free! It is truly a blessing to be able to do this for a third consecutive year.”
Westwood One’s “Dan Bongino Show” and the “Chris Plante Show,” plus Ben Shaprio and FNC’s Guy Benson. KTUC program director Herb Crowe states, “We’re thrilled to unveil ‘Freedom 1400,’ Tucson’s Conservative Talk Station. As we embark on this exciting journey, we’re committed to providing a platform for open dialogues, diverse viewpoints, and robust discussions that matter to our community. With our esteemed lineup of talk show hosts, we’re confident that ‘Freedom 1400’ will become an essential source of information and insight for our listeners.”
in 1979 from the University of Georgia with a degree in Journalism from the prestigious Grady School of Journalism, she worked in the corporate world and met a payroll. She is a wife, mother and a grandmother. She’s stayed at home and juggled children and working priorities. She says there is no glass ceiling and women can have it all, just not at the same time. A life-long learner, she completed her MA in Political Science in 2021 at the University of Georgia’s School of Politics and International Affairs. Her thesis was on women’s electoral success in the GOP. During her formidable broadcasting career in the Peach State, she has pivoted between holding positions on key talk stations and performing stints in politics and the public sector. These include being state director of field offices for Governor Brian Kemp. She’s also worked for Senator David Perdue in senior staff positions. In addition to her daily duties at WDUN, Zoller serves on the Georgia State Board of Education. TALKERS publisher Michael Harrison says, “Martha Zoller is a perfect ‘go-to’ guest to discuss the Georgia Trump indictment. She’s an independent Republican and moderate conservative without an ax to grind. I have always found her to be an extremely credible source for political discussion of the hot issues – now with the Trump Georgia story boiling on the front burner, she is a talk show treasure for her industry colleagues.” To arrange an interview or set up a connection with Martha Zoller, contact Victoria Jones at DC Radio Company at 917-865-3991 or 
a proven track record of driving success for digital clients across broad spectrum of media, including broadcast television, newspaper, and radio. He brings with him a 
passion for developing digital strategy that delivers results for local businesses.” Tyler Toti comes to Tulsa from CMG San Antonio to serve as digital client performance manager. CMG Tulsa VP and market manager Mark Shecterle comments, “Ben and Tyler have an impressive history of working collaboratively to develop successful digital media strategies for their client partners. Their expertise, coupled with CMG’s vast array of topline digital products, will create a powerful resource for Tulsa businesses. I’m thrilled to have them join our veteran team of market-leading media consultants.” CMG Tulsa operates news/talk KRMG-FM and three music-formatted stations.
(7/28) and terminated his employment on Saturday. iHeartMedia issued the following statement: “After an internal review, Don Geronimo is no longer an employee of WBIG. We take matters of this nature very seriously and this behavior does not align with our core values.” McBride commented to ESPN, “When I heard the comments made about me on the radio show, I felt incredibly insulted and embarrassed. In my 17 years as a professional journalist, I have never been disrespected in such a blatant manner while trying to do my job. Their words were sexist and misogynistic. No woman should experience this in the workplace, and I appreciate the Commanders’ swift response in handling this matter.” For his part, Geronimo stated via social media, “At this time I will not be providing comment on the events of the last few days. I am consulting with my advisers as to my options moving forward, including an accurate reflection of the situation.” 
-owned SeniorResource.com. Salems says, “‘Retire Repurposed’ challenges the notion that 
retirement is simply an end to one’s working life. Instead, it’s an opportunity to repurpose one’s skills, passions, and experiences in a way that can impact the world in a meaningful way.” The program is hosted by Ben Taatjes and Jerrid Sebesta, who add, “The two most dangerous years of a person’s life are the year they were born and the year they retire. That’s why ‘Retire Repurposed’ aims to provide practical advice and inspiration to help listeners navigate this important life transition.”
podcasts, offering a differentiated promotional playbook to help them grow and monetize their content; and the companies teaming up to offer new resources for niche and emerging business podcasters. iHeartMedia Digital Audio Group CEO Conal Byrne states, “iHeartMedia is thrilled to team up with LinkedIn to help propel professional conversations through the podcast space. The combination of our vast reach and industry resources and expertise with LinkedIn’s professional network will allow us to bring a new level of innovation and growth to the communities’ business creators care about most.”