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.
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. 
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. 
I asked my pal, longtime radio seller, now retired: “How often were you asked, ‘How much would you charge for ONE commercial?’”
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. 
Sexton died from an overdose of fentanyl and alcohol. Sexton was found unresponsive in a hotel room in Ohio while on tour doing standup as the Donnie Baker character he often played on the nationally syndicated radio show. Sexton leaves behind his wife Tracey and four children. 
Wagoner writes, “Why is KFI so successful – isn’t conservative talk dead? Yes, it is… and it’s been decades since KFI was considered ‘conservative talk’ (even when it wasn’t). There have always been a balance of viewpoints on the station; as it moved away from politically centered topics to more general topics, it matched the mood of listeners who wanted to be entertained more than they wanted to be angry.” 
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.” 
I’m occasionally asked this by attorneys, real estate agents, personal finance advisors, and other local retail service professionals who are disappointed with results they’re getting from hosting weekend ask-the-expert call-in shows.
PHLY and Gargano is promoted as part of it. 
me that they intend to be the most conservative radio station in America. I just didn’t fit the bill anymore.” Although Howell doesn’t profess to be conservative or liberal, he’s been a talk host for years (in addition to his work at country outlet WUSN-FM), not only with WLS-AM but with Salem Media Group’s crosstown conservative news/talk WIND-AM. However, he’s made no bones about his contempt for former President Donald Trump. He laments to Axios, “Nobody broadcasts anymore. Everybody narrowcasts.” WLS-AM has not revealed its permanent plans for the afternoon drive daypart other than to slide the syndicated Mark Levin program into the 5:00 pm to 8:00 pm slot. 
The message, “In an ordinary instant – cancer has taken LARadio.com,” is posted on the publication’s site – a reference to the writings of author Joan Didion. Barrett was profiled by the LA Daily News last month after he was diagnosed with advanced liver cancer. 
Many news/talk stations broker weekend hours to professionals who host ask-the-expert shows to attract new clients.
Some of the key findings of the study include: 1) Heavy radio listeners engage in a staggering 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers; 2) The study underscores for advertisers’ radio’s dominance across 15 business categories, including sports, financial services, technology and more; 3) A staggering 51% of brand conversations among heavy radio listeners result in an intent to purchase, surpassing the national average of 49%. This remarkable impact is particularly pronounced in sectors like automotive, sports, telecom, technology, beverages and healthcare. RAB CEO Erica Farber states, “Radio is often referred to as the original social medium because of its ability to engage listeners through conversation, entertainment and information. This study underscores radio’s ability to drive word of mouth brand conversations for advertising partners, more so than any other media.” The webinar is free for RAB members. 
society alike to learn from the mistakes made before, during and after the tragedy so as to prevent such an atrocity from happening again. Carter tells TALKERS, “On the Sunday after 9/11, I listened to a sermon titled, ‘Making Sense of the Senseless.’ Its overriding message was: We cannot allow all these people to have died in vain. We need to do good in their name. And so to honor and remember all those who died, all those who survived, all those involved in the rescue and recovery efforts, as well as all those whose lives will never be the same, I have written and recorded a moving, memorable and thought-provoking piece, ‘Never Again Should There Be a 9/11,’ with the music, ‘Help is on the Way’ composed and performed by composer, David Friedman. It is all the more compelling when you watch the video on YouTube.” Carter adds, “We came together then. Can we come together again for the sake of the well-being of our nation and world. And what will it take to prevent such a horrific act from happening again? Thank you for caring and getting the vocals, the music and the video to as many people as possible around the world – including government officials who need to ensure our safety and security.” 
work. In a Westword profile, Tubbs talks about his ascent in the news business, his plans for the “final chapter” of his working life, and his current film project about the deadly drug fentanyl. Locally, Tubbs has caused controversy with his 2020 documentary, Denver in Decay. About that film, Tubbs tells Westword, “That documentary kind of put me on the map as being one of the most hated media members by local politicians in Colorado in recent memory, and I embrace that. But with all the hate and praise, the one thing no one has ever said is that Denver in Decay is inaccurate. You can say all you want if you don’t like the messaging, but you can’t attack the accuracy or the credibility.” 
director of operations and sports programming Chase McCabe (left). Middle Tennessee State alum Dubin was an original host on “The Game” when the station flipped to sports talk in 2012. He has also hosted programs on WNSR-AM, WKRN-TV, and WSMV-TV. McCabe says, “This is a surreal moment for me. After being able to watch Joe on TV, intern with him and then produce his shows on “The Game,” I am thrilled to be able to finally co-host with him. Joe is one of my mentors who always taught me to laugh and we will be doing a lot of that each weekday. I’m so glad to have him back on the team.” 
program designed specifically to support the growth and evolution of women on-the-air. The “Behind The Mic Mentorship” program is a year-long experience exclusively for female personalities that have been in an on-air position for at least three to five years in local or national radio programming and have demonstrated a desire to grow their on-air career. The selected mentee will receive personalized conversations and advice from a wide range of industry professionals including two of radio’s top stars – national radio and television personality and Gracie Award winner Elaina D. Smith of “Nights with Elaina,” and WLTW, New York morning personality Christine Nagy. The mentorship is available to one female on-air personality from any U.S. based music format. 
podcasts, and 2.4 minutes each of ad-supported SiriusXM, Pandora, and Spotify. Limiting listening to that done only in cars, a person 18+ listens to 51 minutes of AM/FM, 4.2 minutes of podcasts, 2.4 minutes of ad-supported SiriusXM, and 1.2 minutes each of ad-supported Pandora and Spotify. The piece also reveals the steady growth of podcast daily reach. “As of Q2 2023, Edison’s ‘Share of Ear’ reports the daily reach of podcasts among 18-34s is 39%. Among 18-49s, podcasts reach 34% daily. Among persons 25-54, podcasts now have a 32% daily reach, a large increase over 2022.”