Cumulus Media’s news/talk WBAP-AM/FM, Dallas and talk host Casey Bartholomew agree to a new
contract. Bartholomew tells TALKERS, “After two successful years where my show increased the numbers of the previous, political show by as much as 350%, I have re-signed with News Talk 820 and 93.3 WBAP in Dallas, TX. So, I’ll be holding down the 9a-11a slot for at least another 2 years.”
By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
Research shows that readers to trade publications like articles with five bullet points. Here are my five bullet points for 2024. If these were to be deployed, you could be thriving by the end of the year. These actions would increase sales and audience share.
1. Radio should be easy to buy. It’s not. Easy fix: Look at your website. Based on the website how would you buy time on your station? It should be as simple as a realtor’s website. Put up pictures of your salespeople with ALL of their real contact information – not a FORM. Offer their email and cell number. Offer a “tour” of the offerings with information about the talent and the audience. What does the host sell best? How about a very brief audio message from each host to your potential advertiser?
2. Every medium creates its own stars. Example – David Caruso, good on TV, bad in movies. Your hosts, good on radio, lousy at original podcasts. Sure, edit up the interviews or bits and make them into a podcast. But don’t ask a host to get off the air and make brand new content for a podcast. Engage locals who are good at making original podcasts and offer them a stage.
3. Sell the biggest number. Your morning show probably has more listeners than the “Tonight Show” has viewers in your city. 1010 WINS has more listeners in New York than FOX News has viewers nationwide. Go check. Those are the numbers that put radio in perspective! Stop selling the smallest number, TIME SPENT LISTENING. Who came up with that!?
4. Don’t make potential advertisers jump through hoops. If you have spent your career in programming, you may not know the tyranny of MEDIA CREDIT. New radio advertiser: Good buy, high rate, longterm business. Sounds great. Not so fast. At most companies, new business still has to go through the gauntlet of a MEDIA CREDIT CHECK. End that.
5. What’s wrong with the hosts? Many hosts use a content formula that MUST generate a diminishing audience size and older and older and older demos. Repeat. WHY? If you start to trust that what you talk about socially, with your friends, your audience will grow and grow younger. Be more like Bruce Collins, PD at WBAP, Dallas. Bruce just hired James Parker who has been featured for years on “Sterling On Sunday.” James is going to talk about life, fatherhood and funny. He joins “New Jersey 101.5” alumnus, Casey Bartholomew, 10:00 am – 12:00 noon, who talks about life, fatherhood and funny. It’s working so well that WBAP will now be simulcast on Class C2 FM, KLIF.
Five bullet points. Goals: HAPPY NEW YEAR!
Walter Sabo was a founding architect of SiriusXM and began the recruitment of Howard Stern. He has consulted RKO General, PARADE magazine, Hearst Broadcasting, Press Broadcasting, and other premium brands. He launched the first company to engage online video influencers, Hitviews. As an executive, he was EVP of NBC FM RADIO giving Dr. Ruth Westheimer her first media job and fostering the creation of adult contemporary. As VP ABC Radio Networks, Sabo hired Ringo Starr to be a DJ for a 24-hour special.
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday
Talk show talent, program directors, show producers and broadcast business decision-makers represent the core readership of this publication. Sometimes we are so close to something that we fail to see it for what it really is. That is the case of the “talk show host” in American radio. Michael Harrison refers to the often-shameless targeting of audiences as “the daily dance of affirmation.” I view the daily process of radio talk show hosting at its very core, as “the daily dance of freedom.”
Talk show hosts are a rare breed and endangered species who enjoy a unique freedom in American radio. Hosts can actually talk about whatever they want! Of course, they are subject to both the rewards and consequences of this freedom – but the process of doing a live talk show, sparked by opinion and controversy, is so spontaneous and uniquely dynamic that it cannot be controlled on a minute-to-minute level without losing the flavor that makes it so special and long-lived.
During a decade as a top-five market and network talk show host, no one has ever told me what to talk about. And for zillions of years as a programming executive prior to that, I never told a host what to talk about on their next show.
Talk hosts are granted remarkable radio freedom! Music jocks haven’t had that freedom since the 1960s. Music jocks have to get up the courage to ask permission to merely change the order of songs on their play list. Talk show hosts “own” three or four hours a day on a significant station or stations to say whatever they wish. That’s amazing! At first that freedom was a daunting, humbling challenge for me. However, I have been guided by my experience in programming or having launched some of the world’s most successful talk stations.
Based on that experience from both sides of the mic, here’s what works: Talk can entertain a listener of any age and demographic if the host talks about the listener’s day. I talk about my day framed for a listener, one listener – water in the basement, trouble with the sister-in-law, the parent-teacher conference, more trouble with the sister-in-law, the check engine light in the car never wants to go out, life at Walmart. I talk from a place of trust.
Trust that events that poke the landscape of our lives are a very big deal. Trust that I will never find the “right” topic on any editorial page. Trust that you, dear listener, already know who you are going to vote for in any election and that this English major does not have the magic wand to change your mind. Trust that my on-air opinion must never waiver or we have no show.
Listen to talk shows and stations that reach demos under 50: WMMS, Cleveland; KFI’s John and Ken; Casey Bartholomew at WBAP, Dallas; KMBZ, Kansas City; KFBK, Sacramento; the Elvis Duran Show; and streaming with Bubba the Love Sponge or Phil Hendrie. Those successful shows embrace the scope of conversation two best friends would have on the phone today. If two best friends would discuss a topic, why wouldn’t you share it on the air? If two best friends would never discuss it, why would you ever put it on the air?
Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110. Check out www.waltersterlingshow.com.
Monday Memo: News = Dog, Talk = Tail. Consultant Holland Cooke reckons that “events now unfolding around us can be ratings GOLD,” if news/talk stations “re-balance both aspects of the format franchise.” Read it here.
Pending Business: Worst Cold Call Ever. Radio sales pro Steve Lapa writes today about an absurd cold call that happened to him and reminded him that every now and then it’s a good idea for radio sellers to revisit some of the cold call basics. He has seven thoughts on the subject to share with readers here.
Cumulus Names Casey Bartholomew Host at WBAP, Dallas/Fort Worth. Talk radio pro Casey Bartholomew is joining Cumulus Media’s Dallas/Fort Worth news/talk WBAP as host of the 9:00 am to 11:00 am program. He takes over for Ernie Brown who
was recently promoted to co-host of the station’s morning drive show. Bartholomew joins Cumulus DFW from Cumulus Columbia, Missouri, where he’s been serving as program director for news/talk station KFRU-AM/FM. WBAP and KLIF program director Bruce Collins says, “Casey is the ultimate pro and understands the top stories of the day that affect our listeners. We are excited to have him on the News Talk 820 WBAP team.” Bartholomew comments, “WBAP is a legendary station and I’m thrilled to be a part of it. Looking forward to the challenge – This is going to be fun.”
iHeartMedia and ASU Agree to Hockey Broadcasts Deal. The new broadcast agreement between iHeartMedia Phoenix and Arizona State University puts play-by-play of the school’s men’s hockey games on sports talk KGME-AM “FOX Sports 910,” beginning October 11. The deal also includes a weekly coach’s show featuring head
coach Greg Powers. Sun Devil for Life Tyler Paley returns to his roots as the first-ever play-by-play voice of Sun Devil Hockey Radio. A three-time ASU grad, Paley covered the ASU men’s ice hockey team extensively during his tenure at the Walter Cronkite School of Journalism and Mass Communication from 2014-18. His experience spans years of various communications roles including multimedia journalist, anchor and reporter, social media strategist, commentator for Pac-12 Network and freelancer for CBS, FOX Sports and ESPN. iHeartMedia market president Linda Little says, “‘FOX Sports 910’ and iHeartMedia Phoenix are proud to partner with Arizona State University as they launch their inaugural radio broadcast for hockey play-by-play.”
Broadcasters Foundation of America Mourns Passing of Jim Thompson. The Broadcasters Foundation of America announces the passing of its longtime president Jim Thompson. The BFOA says Thompson, who fought a valiant struggle against throat cancer for nearly a year, passed away last night (8/14) in Summit, New Jersey, at the age of 75, surrounded by his family. The family has requested that, in lieu of flowers, donations be made to The Jim Thompson Memorial Fund, which has been
established by the Broadcasters Foundation in honor of Thompson’s dedication and service to the broadcasting industry and to the Foundation’s charitable cause of providing financial aid to radio and TV professionals in acute need. BFoA chairman Scott Herman says, “I am very proud to have known Jim for nearly 40 years as a colleague and a friend. Jim believed deeply in helping others and his passion and enthusiasm for life always lit up a room. Broadcasting has lost a great man, who always saw the positive in every person and every situation. He will be sorely missed.” Thompson took over the reins of the 
Broadcasters Foundation in 2009, guiding the charitable organization to more than quadruple the amount of financial aid it distributes to radio and TV professionals from $400,000 to nearly $2 million last year. BFoA chairman emeritus Phil Lombardo says, “When the board of directors was searching for a president, Jim’s reputation as a leader combined with his compassion for others and his ability to rally people together made him the perfect choice. His accomplishments over the past 13 years helped the many TV and Radio professionals who found themselves in unthinkable circumstances and in need of aid. Our sincere sympathies go out to his family.” Last October, Thompson announced he would be retiring at the end of 2022. Thompson had been president and CEO of Group W Radio, the second largest radio company in the country during his leadership, and along with Mike Craven was co-owner of Liberty Broadcasting, a nineteen-station radio group concentrated on the east coast. He began his broadcasting career as an account executive at KYW-TV, Philadelphia in 1971, where he rose to vice president and general manager. Thompson is survived by his wife Cindy, his five children, Meghan Cima, Shannon Gardiner and her husband James, Katie McElwee and her husband Tommy, James Thompson and his wife Madison, Molly Thompson, seven grandchildren, and his brothers John and Thomas. To make a donation to the Jim Thompson Memorial Fund, please click here: https://bfoa.app.neoncrm.com/forms/jimthompsonfund.
FSR’s Doug Gottlieb Broadcasts from LA Football Training Camps. Pictured above (right) is FOX Sports Radio personality Doug Gottlieb chatting with Los Angeles Rams wide receiver Cooper Kupp (left) during Gottlieb’s broadcast from the team’s training camp on August 9. Gottlieb broadcast from the Rams’ and the Los Angeles Chargers’ camps as part of the network’s annual NFL Training Camp Tour.
PodcastOne Strikes Deal with ActionPark Media. This new relationship between PodcastOne and Kevin Connolly’s boutique media network ActionPark Media gives PodcastOne exclusive distribution and advertising sales rights for APM’s current slate of podcast and vodcast programming. In addition, it allows for the two media companies
to co-develop future podcast/vodcast based intellectual property, produce advertiser-sponsored live streaming and touring opportunities for host/talent and create exclusive licensing for podcast specific branded merchandise. PodcastOne president Kit Gray states, “Kevin and APM clearly have a knack for producing quality podcast content with ‘Victory the Podcast’ being one of the first shows giving a behind the scenes look at a hit television series and ‘The Morning After with Kelly Stafford’ consistently charting as one of the top shows for parents and families. This joint venture now gives us the ability to work together to grow the audience for a slate of incredible existing shows. Additionally, with LiveOne’s streaming partnerships, live event capabilities and merchandising division, we are excited to further enhance branding opportunities for the star-studded roster of hosts.”
Gunhill Road Spoken Word Music Video on Display as “Work of Art” in Show at Florida Gallery. The internet hit, “I Know You’re Real,” by talk-radio-friendly pop music band Gunhill Road, featuring TALKERS founder Michael Harrison as lead spoken word vocalist, has broken new ground in the genre of music video being recognized as fine art. The official video of the song which appears on Gunhill Road’s 2021 album, What
Year Is This! addresses the subject of animal welfare celebrating all aspects of the deep relationship between human beings and other precious life forms on Planet Earth. The art show, being presented at the prestigious Martin Arts Court House Cultural Center Gallery in Stuart, FL, is cleverly titled, “Dog Days of Summer (and other pets too!).” The show centers on animal-related fine art (paintings and sculpture). It runs through October 1 and features a virtual gallery as well as a live presentation and includes charitable community outreach initiatives such as animal rescue and pet adoption. Martin Arts spokesperson Rickie Leiter tells TALKERS, “I grew up in the 
Northeast listening to Gunhill Road on the radio and was delighted to hear about this beautiful video with its sweet music, moving words and stunning images. It is indeed a work of visual, not to mention audio and poetic, art.” Gunhill Road co-founder (and devoted cat lover), Steve Goldrich tells TALKERS, “We are beyond honored to have our video on display among paintings at a fine art show of this caliber.” In addition to Goldrich and Harrison, Gunhill Road’s current lineup includes longtime member Paul Reich and famed Broadway instrumentalist Brian Koonin. An advance single (and video) titled, “Idiots,” from the group’s forthcoming album, spotlighting the danger of societal ignorance and also featuring Harrison on lead vocals, is scheduled to drop later this week. Both videos are produced by TALKERS VP/associate publisher Matthew B. Harrison. For more information about the show and Martin Arts please click here. To view the video, please click here.
FBI Raid/Bureau Threats, Inflation Reduction Act/The Economy, Salman Rushdie Attack, Immigration/Baja Violence, Midterms/2024 Race, Afghanistan Situation, and Anne Heche Dies Among Top News/Talk Stories Over the Weekend. The FBI raid on former President Donald Trump’s residence at Mar-a-Lago and the subsequent threats against FBI offices; the passage of the Inflation Reduction Act spending, the falling price of oil, and the still climbing price of food; the attempted assassination of author Salman Rushdie; the migrant issues at the U.S.-Mexico border and the weekend’s cartel violence in Baja cities near the border; the primary elections for the November midterms and speculation about the nominees in the 2024 presidential race; the deteriorating conditions in Afghanistan a year after the U.S. military’s exit from the nation; and actress Anne Heche dies a week after a fiery car wreck were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.