SABO SEZ: Top 40 is Always the Answer
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
And TMN syndicated, “Sterling on Sunday”
Reviewing radio’s challenges:
— Trouble attracting and growing younger demos
— Trouble appealing to youth-oriented advertisers
— Trouble generating excitement in our culture
— Trouble owning a seat in the news media
— Trouble attracting out of college/high school employees
in sales, management on air.
The answer is: Top 40 or, if you must, CHR. The answer has always been Top 40.
The brilliant Allen Shaw, president ABC FM Radio, CEO Beasley Broadcasting, CEO/owner Centennial, said, “And Top 40 will always have an important place in radio because it plays the most popular music therefore it will always have an audience.”
In reviewing Spring Nielsens, it is hard to find a Top 40 station that is #1 6+ in any city. Consider how odd that is. Since 1955 there have been hundreds of Top 40 stations that attracted dominant shares of audience.
No, not audience: fans. Passionate fans because music is passion. New music is more passion. Cultural pebbles between the songs dropped by passionate radio stars compel even more passion.
Big contests. Big promotions. Breaking music trends. Huge voices. Pounding jingles. Prizes: Trips to see Taylor Swift in the studio – in England. A week off from school, on us! Free pizza for 50 of your friends – for a year. A new red, customized Z-93 car in your driveway on your birthday. Ed Sheeran plays your prom! A limo to school on opening day. Big Time Rush sings at your street fair.
Alex Warren writes a song for you – and performs it for you. Gift certificates for CAMEO. The Apple package… an iPhone, iPad and MacBook Air.
Media Buyer: Hop on the station yacht this summer, let’s go for a sunset party cruise. One buyer wins this custom Mustang. Wherever you go on vacation, tab’s on us.
Excited? Radio is good at contesting, better than any other medium. Excitement in thin air is what radio does… well, used to do.
Of course radio is a low choice among fresh grads, 18-24s, and media buyers. Radio stopped making the best radio, stunning, pulsing, sexy, unpredictable. We stopped rolling out the red carpet: Hot, current, daring, dangerous… Top 40.
You were drawn to radio because of Top 40. Make that.
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.

Mark Walters

newsprint tabloid, TALKERS proclaimed that “talk radio” was, indeed, an “industry within an industry” and worthy of its own, unique full-service trade publication. Founded by pioneering radio broadcaster (KMET, WNEW-FM, WLIR-FM, WCBS-FM, WPIX, KPRI, CBS, Westwood One, RKO) Michael Harrison, who also brought his experience with publications including Radio & Records, Goodphone Weekly, and Billboard to the table, the independent journal went on to produce annual conferences, numerous radio shows, and contribute to the ongoing success and influence of a variety of spoken word formats and talk media offshoots.
live in the 12:00 noon to 3:00 pm daypart. The show will be simulcast live on Disney+ every day and on ESPN+ during select weeks in the year. In addition to his weekday show, Eisen brings his full podcast lineup from The Rich Eisen Podcast Network to ESPN platforms. Eisen says, “Once we struck a deal with Disney for the video version of The Rich Eisen Show, it made complete sense to migrate the audio version to ESPN Radio, where I got started in the terrestrial radio world almost 30 years ago. It’s just another way to return to my roots with my old and now new friends at ESPN and GKB. I couldn’t be more excited about our future together on multiple platforms.”
by President Trump’s claims of liberal bias at NPR, voted to strip public broadcasting of all federal funding. But Chapin says the choice was hers and not driven by the action in Congress. Chapin says, “I have had two big executive jobs for two years, and I want to take a break. I want to make sure my performance is always top-notch for the company. NPR CEO Katherine Maher says, “Edith has been an indispensable partner during my first year at NPR, a steady leader for a large part of this organization, and a fantastic collaborator as a member of the executive team.”
SVP of sales for the station group. This move comes after the recent retirement of Jeff Tyler. iHeartMedia division president Nick Gnau comments, “Over the past two years, Dan has consistently demonstrated exceptional performance and a deep understanding of the market, earning him this well-deserved promotion to market president. His leadership as the sales lead has been instrumental to our success, and we are confident that both our team and partners will benefit even more from his expanded role.”
receive on our mobile phones. With underlying frameworks that are 31 and 13 years old respectively, we think it’s time to explore if structural changes to these systems are needed, with an eye towards making sure we are leveraging the latest technology to save lives. Similarly, we will also vote to initiate a review of our system for collecting real-time data on network outages and restoration during and after major disasters. Since its inception in 2007, our Disaster Information Reporting System (DIRS) has proven to be a valuable tool for collecting actionable information to help with recovery efforts. While the DIRS reports are valuable, they can be time-consuming to produce, drawing resources away from responding to an ongoing disaster. The Commission will vote on reforms to streamline DIRS to make sure that its benefits outweigh its burdens. We’ll close our August meeting by removing unnecessary regulations and injecting common sense across the Commission’s policies—critical features to streamline the implementation of our Build America Agenda.”
cluster and will continue in that role. Audacy regional president Brian Purdy comments, “Over the past few months, Tatjana has seamlessly led the team with the powerful combination of her contagious passion for this business and people-first leadership. Since stepping in as vice president of sales a little over a year ago, she has been a driving force in the market’s success, and we’re confident she’ll bring that same energy and creativity to her expanded role. We’re excited to see how she continues to uplift our Austin brands.”
Amarillo markets. Those markets include news/talk KFYO and talk KKAM/K280GU in Lubbock and news/talk KIXZ, Amarillo. Most recently, he served as president of iHeartMedia’s Nashville station group.
and NPR’s most popular podcasts – “NPR News Now” and “Up First” – maintain their first and second-place finishes, respectively. Changes of note from May to June include Salem Podcast Network’s “The Charlie Kirk Show” rising three places to #5, Cumulus Podcast Network’s “VINCE” rising one spot to #10, and iHeartRadio’s “Clay Travis & Buck Sexton” falling two places to #16.
Both personalities came to television from radio – Carton from WFAN, New York and
Parkins from WSCR, Chicago. Industry watchers are speculating whether the two, especially Carton, will return to radio. In the New York Post, sportswriterAndrew Marchand notes that after his prison stint for a fraud conviction, Audacy’s now-chief business officer Chris Oliviero was instrumental in bringing Carton back to WFAN as afternoon drive co-host. Carton did radio and the FS1 show before leaving radio to focus on the early morning TV show.
Consumer. Edison says the webinar will cover the current size and habits of the U.S. podcast audience and explore how things have changed over time. The webinar is July 23 at 2:00 pm ET.
operations for the cluster that includes sports talk KILT-AM, sports betting KIKK-AM and four music brands. Logan says, “I’m so excited to be returning to Audacy and Houston! Thanks to Sarah Frazier, Brian Purdy, Tim Roberts, Dave Richards, Jeff Sottolano and Chris Oliviero for once again handing me the keys to these legendary Houston brands. I know Houston is hot, I know it’s where to find the best queso in the world, and I know how to help teams achieve success! We start immediately.”
How obsolete does this sound? “Newsweek magazine.” News, gathered during most-of the week, had to be frozen by week’s-end, on deadline, to roll the presses in time for hard copy to be delivered in Monday’s snail mail. Back then – picture people dressed like “Mad Men” characters – enough subscribers felt informed-enough to deliver Return On Investment for the magazine’s advertisers. Seems antique. Now, news is reported moment-to-moment, on any device. And newsweek.com is there… along with everyone else competing for attention.
business as CEO upon successful acquisition.” While both parties were doing due diligence on the CMG deal, Warshaw learned that an Audacy majority stake holder was willing to sell its stake in the company. Warshaw says he steered SFM and Del Nin to the deal that made SFM a majority stake holder of the new Audacy in early 2024. Warshaw alleges he was promised he’d be the next CEO of Audacy or that he would get 5% of SFM’s profits from the Audacy acquisition. After that though, Warshaw says Del Nin balked and denied there was ever an agreement, calling any such claims “fabricated.” Now, Soros and Del Nin filed both a Motion to Dismiss saying the “Court lacks personal jurisdiction over Mr. Del Nin under Connecticut’s long-arm statute”; and a Motion to Revise that asks Warshaw to revise his complaint with specific details about his contracts – written or verbal – that he claims were breached, and more. In the Motion to Revise, Soros and Del Nin imply that Warshaw doesn’t have the contractual proof necessary to support his claim.