Sabo Sez: Make More Money Selling Emotion
By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
It seems every hour Nielsen and Pierre Bouvard of Cumulus fame (formerly of Westwood One) put out a release stating that radio is just fine, thank you. Radio is more persuasive than TV, direct mail, streaming and print. Radio is a proven success for over 100 years. Most of the buildings housing Procter & Gamble were built on radio – not TV – advertising success. Happily, P&G realized radio’s clout and is now a dominant radio advertiser – again!
Audience data, facts, do little, if any, good. Based on the facts, radio should be the number one local advertising medium. It’s not, direct mail wins. Value Pack.
Every year radio’s revenue goes down. Many stations deliver consistent ratings and consistent product – yet they are going down in billing. Selling hard numbers, provable numbers, is not growing the industry.
Why do you buy stuff? Quantitative numbers are not driving revenue. What’s an option? Why do you buy… anything? If you’re buying an essential item like milk, the purchase is price driven. But radio is not an essential ad buy, yet the sales challenge is met by lowering spot rates. That hasn’t solved anything. Lower spot rates make overall revenue worse by lowering perceived value.
Your non-essential purchases are determined by price and emotion. Do you need that? No, but you want it. What does radio provide to a listener? EMOTION. Music and talk radio elicit emotional responses. Profound, deep, emotional responses. Why do clients cancel talk radio? Because they are offended, embarrassed or angry. Why do clients cancel a music station? Because they hate, can’t stand or are offended by the songs. Media buyer emotions drive capricious, rapid ad campaign cancellations. (Why do you get fired even though your numbers are just fine? Because you offended somebody.)
If numbers don’t maintain a buy, what would compel a buy?
Tangibles plus on-air emotion. Tell you a secret. Most TV media buys are for shows, not audience. Right. Math-driven media buying services buy TV shows they like.
Suggest we look to move off the spreadsheet, the programmatic, and enter the warmth of emotional selling, selling to a buyer’s personal likes. (Jingle Ball – genius!) Personal likes. The numbers aren’t serving the need for revenue growth. Soft drivers: Concert tickets, prize winners, food, free tracks, buyer names on air, parties, gift for kids. Old school? No. Proven school. New school isn’t working. Turn radio’s air into tangible, shiny objects. Radio elicits emotional responses, let’s sell to them. That’s powerful! More powerful than time spent listening.
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. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at walter@sabomedia.com and www.waltersterlingshow.com. “Sterling On Sunday,” from Talk Media Network airs 10:00 pm-1:00 ET, now in its 10th year of success.
the station. The piece notes that LaVicka said co-host Theo Dorsey will remain with the station hosting his own show beginning on Monday (4/8). The Post reports that GKB West Palm Beach general manager Stephanie Price issued the following statement: “LaVicka is still a teammate, and we are working with him on his future. We are always on the lookout for talent who can bring a new perspective to the market. We are putting more resources into both our radio and digital platforms to engage and reach the most fans, as consumption continues to evolve, as well as provide our partners more opportunities to reach those fans.” 
in population take place in the U.S. – with growth often seen in southern markets – the ratings giant adjusts its rankings. Among the notable changes are the Dallas-Fort Worth market leapfrogging San Francisco to the #4 market and San Francisco now at #5. Other markets moving up include Miami-Fort Lauderdale-Hollywood to #11 and San Diego to #18. 
Podcasting deserves a larger role in media plans as opposed to “test and learn” experimental buys. 135 million Americans, 47% of persons 12+, are reached monthly. Among demographics such as persons 18-34, 18-49, and 25-54, monthly reach is in the low 60% range; 2) It is feasible to consider shifting TV budgets to podcasting given that podcast 18-34 reach performance is as big as TV; 3) The ratio of monthly audiences who also listen weekly is an excellent measure of podcast habituation. At present, 71% of the monthly female podcast audience also listen weekly. This is the strongest female podcast habituation in the last decade; and 4) Currently, podcasts only represent 1% of total national ad spend, per Guideline’s Standard Media Index reporting. At the dawn of cable TV, legendary BBDO media chief Arnie Semsky created the “5% solution,” which stipulated that brands devote 5% of media budgets to cable. 5% is enough of allocation to generate meaningful impact. Semsky was prescient. His brands hugely benefited from taking an early, bold, and strong position in a growing new medium, a lesson for the marketers of today when it comes to podcasts. 
week’s installment of the award-winning PodcastOne series, “The Michael Harrison Interview.” The program includes an archived interview conducted with Lieberman in 2018 for the podcast which offers valuable insight into his perspective on the Electoral College and the presidency of Donald Trump among other historic issues. Harrison describes the late senator and former VP candidate as, “one of the last true American statesmen of the modern era.” 
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Pick a day, any day. At least one news item will have the little voice in your head hollering “TELL me you’re kidding!” After recent headlines, and as various plots thicken, that little voice might need a lozenge.
population has listened to a podcast in the last month, up 12% year over year; 34% of the U.S. 12+ population has listened to a podcast in the last week, up 10% year over year. Despite changes in how downloads are being delivered and counted, listening levels are up markedly; 2) Growth in podcast reach is driven by large increases among the number of female listeners: 45% of women in the U.S. age 12+ have listened to a podcast in the last month, up from 39% in 2023, an increase of 15%; 32% of women in the U.S. age 12+ have listened to a podcast in the last week, up from 27% in 2023, an increase of 19%; 3) Online audio listening hits the highest mark ever: 76% of those in the U.S. age 12+ have listened to online audio in the last month, an estimated 218 million people, 90% of those age 12-34 and 85% of those age 35-54 have listened to online audio in the last month; 4) 70% of those age 18+ who have driven or ridden in a car in the last month currently ever listen to radio as an audio source in their primary car; 55% listen to online audio and 32% listen to podcasts; and 5) 60% of those age 12+ have a traditional AM/FM radio set in their home. 
director Mark Garrison after he asked if President Joe Biden suffers from dementia. Garrison did ask Jean-Pierre that question and she responded, “Mark, I can’t even believe you’re asking me this question. That is an incredibly offensive question to ask.” Then, after presenting the president’s accomplishments, Jean-Pierre thanked Garrison and ended the call. The White House says WBT was given seven minutes as part of Jean-Pierre’s media schedule and that she ended the interview at that time. The White House also suggested that the station employed a bit of theater by adding a dial-tone sound effect to the end of the interview that its phones don’t make after a call ends. 
content, providing an accurate assessment of the audience’s attentiveness and engagement.” Some of the key findings include: 1) Despite lacking “sight, sound, and motion,” AM/FM radio programming was +13% more engaging than Mediaprobe’s norm for television in the U.S. For advertisers, this means the AM/FM radio context for their ads has greater engagement than the TV context; 2) Overall, AM/FM radio advertising’s Emotional Impact Score (EIS) outperformed TV advertising by +12%. These new findings validate the recently released Dentsu/Lumen study, which revealed audio ads outperform video for attention and brand recall; 3) AM/FM radio news was the most impactful genre, consistently measuring as a high-quality contextual environment for advertising (+14% greater than Mediaprobe TV News norms and +8% than total AM/FM radio); 4) Mediaprobe audio benchmarks reveal the sound contrast between AM/FM radio programming and the ads drives higher attention and brand recall. For example, ads with music and jingles perform very well in spoken word programming due to the contrast; and 5) Creative best practices: Use female voiceovers, jingles, and include five brand mentions. 
Before the bound copy arrived – at which point all work stopped – Arbitron would send “Advances.” Even those topline numbers ground things to a halt, and had some PDs doing cartwheels, others out on the ledge. ‘Seems quaint now.
The headlines haven’t been kind to journalism lately. That recent
Audacy Podcasts. The story notes that there are no staff reductions as a result of this. The goal of the change is to “streamline the brands for advertisers and to put a further emphasis on the Audacy brand.” The story also says that “Pineapple Street Studios, which primarily works with third-party partners such as HBO, Netflix and Spotify, will retain its branding as it moves under the Audacy Podcasts umbrella.” 
other platforms. Titled, Hendrie, and produced by Freestyle Digital Media and directed by Patrick Reynolds, the film features people like Hendrie’s one-time program director David Hall as well as comedians and Hollywood figures talking about the unique radio program Hendrie launched in 1990 in which he held kooky conversations with offbeat characters – all played by Hendrie himself – in real time. Hendrie tells KCAL-TV, “It was completely original… and it satirized something that I thought needed satirizing – talk radio.” 
1. Financial solvency laws. Consolidation is not the problem; it actually saved the radio industry. The problem is the 1986 rule change that dropped financial solvency requirements for station ownership. Prior to 1986, stations could not be purchased with debt. A potential owner had to prove that they could meet the expenses of a station through the duration of its license. Once the financial efficacy rule was dropped and stations could be purchased with debt, the industry was financially decimated. Prediction: Financial solvency laws will be re-instated.
writer Bob Cooney to middays. The question Tornoe asks is what about Mike Missanelli? “Rumors have been swirling in sports radio circles the past few days about the return of Missanelli, once the station’s biggest star, whose sudden exit from his afternoon show in 2022 after 15 years shocked listeners.” Tornoe says that Missanelli has been in contact with management but there’s nothing to report and Missanelli isn’t talking. PD Scott Masteller tells the paper, “Mike’s name has come up. He’s a great talent, and we’ll just have to wait and see what happens. A lot of people are interested in the radio station right now. So, I’ll leave it at that.” The current PM drive show is “The Best Show Ever?” hosted by Tyrone Johnson, Ricky Bottalico and Jenn Scordo. 
For spring break this year, Sarah and I revisited Sandals Grand Bahamian all-inclusive resort – NOT inexpensive, and very worth it. We’ve already booked same-week-next-year, and we think we know who we’ll see there then.
and WEPN-AM), but Karmazin said the move had nothing to do with his company not renewing its lease on WEPN-FM (which ends later this summer) but that it’s a company decision. TALKERS noticed that news/talk WTMJ, Milwaukee did not appear in Nielsen’s January PPM survey and reached out to GKB for an explanation, but the company did not reply to our request. Karmazin told Best, “It’s outdated to use one form of media to measure a show, especially one that doesn’t reflect the entire listening audience and viewing audience across all the different ways we distribute our media now.” 
dramatically understate AM/FM radio’s shares; 2) AM/FM radio represents the dominant ad-supported audio platform with a 68% overall share and a massive 86% in-car share; 3) In a typical day in America, 95% of Americans never listen to ad-supported Spotify. 94% never listen to ad-supported Pandora; 4) Podcasts’ audience soars. At a 20% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio; 5) Among registered voters, AM/FM radio leads in ad-supported audience share (68%) followed by podcasts (21%); 6) After a pandemic lull, the proportion of AM/FM radio listening occurring in-car roars back; and 7) Powered by podcasts, spoken word is on a tear: 40% of all time with ad-supported audio goes to spoken word, up from 27% pre-pandemic. 
last night (3/11). The event was also exclusively video streamed on iHeartRadio’s YouTube channel and broadcast across iHeartMedia radio stations nationwide and on the iHeartRadio app. Winners were named in 32 categories, including Podcast of the Year, which went to “New Heights.” Entertainer Lilly Singh presented the award to co-hosts Jason Kelce and Travis Kelce, who accepted the honor via video. 
Sell a local advertiser a promotion – a contest which awards a major prize from the advertiser’s inventory – to the winner who creates the best commercial for the advertiser.
