SABO SEZ: P1s and Meters are Not Your Friends
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”
One of my first jobs out of college was working in the marketing department of WNBC-AM, New York. Yes, “Imus In The Morning” (Don Imus – not nice), Cousin Brucie (Bruce Morrow – nicest star who ever lived). One of my tasks was to pull ratings numbers from the computer for the sales department. I was fascinated by TIME SPENT LISTENING (TSL) and CUME numbers. I’d rank them, compare, trend them every way imaginable.
The station with the longest TIME SPENT LISTENING (TSL): The Greek language station. The station with the shortest TSL, WABC – a Top 40 rocker. The station with the highest cume, WABC.
Legendary WABC programmer Rick Sklar explained, “We wanted to be everybody’s second favorite station. Everybody’s!” WABC had a 5 million cume. Listeners always came back to WABC. That was the plan.
Regardless of the genre, building a station that everyone comes back to has been the successful tactic of all of my programming work: AC, urban, oldies and yes, talk. New Jersey 101.5, WTKS-FM, Orlando and others were designed to appeal to many listeners over and over rather than just a small group of people who never leave. What’s a more stable, predictable business? One that counts on a single listener for one hour of listening or four listeners for fifteen minutes each?
A deep, profound study of P1s and TSL can only have one result: Declining cume. It is a fatal myth that talk is a “low cume, high TSL format.” It can be, and it will die. Or it can be and has been a high cume, low TSL business that grows, is stable, and predictable. The key is careful rotation of topics, urgency, top-of-mind subjects, no theory, and lots of weather.
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.
sworn in. According to the report, Levin will join ex-NYPD detective and former “Don Imus” show contributor Bo Dietl, South Carolina Governor Henry McMaster, and Florida State Senator Joseph Gruters. President Trump posted to Truth Social: “Under Secretary of Homeland Security Kristi Noem’s leadership, HSAC will work hard on developing new Policies and Strategies that will help us secure our Border, deport Illegal Criminal Thugs, stop the flow of Fentanyl and other illegal drugs that are killing our Citizens, and MAKE AMERICA SAFE AGAIN.” 
York market president Chris Oliviero says, “Boomer has become a true cornerstone in the long, storied history of WFAN. He was already the highest-rated morning show in the FAN record books, and now, with this new extension, he will add longest-running to his accolades. And most excitedly, we are certain the best is still yet to come as Boomer begins this new chapter in his career by making a longterm commitment to the FAN, along with a creative vision for elevating the brand together to new heights.” Esiason comments, “For the last 17 years, it has been an honor to be the voice that New York sports fans wake up to. I could not be more excited to continue delivering four hours of entertaining conversation at the most vibrant and storied sports radio station in the country, working alongside the morning crew. I would like to thank Audacy, Chris Oliviero, and, most importantly, our passionate listeners for the opportunity to continue on this incredible ride.”