free form radio – TALKERS magazine

Sabo Sez: Mitch Reed’s Deserved Award

By TALKERS | August 7, 2026August 7, 2026 by TALKERS

By Walter Sabo
A.K.A. Walter Sterling
Host, The Other Side of Midnight
WABC, New York / Red Apple Audio Networks

The Radio Hall of Fame has just announced their “Legends” inductees, and it includes B. Mitchell Reed. YES!

One of the minor injustices of radio is the curious legacies of Tom Donahue and B. Mitchell Reed relative to the creation of free-form progressive rock radio. They were best friends with parallel careers. Both were top-of-their-game “screaming” Top 40 DJs. Tom in San Francisco, Mitch in LA and NYC. Top earnings, ratings, and both around 40 when they went to the Monterey Pop Festival. There they learned that their teens were changing fast. Harder rock, anger about Vietnam, and drugs. They knew their style of radio was out of synch with the moment.

Every day on his way to work in LA, Mitch drove past the Pasadena Presbyterian church and noticed a radio antenna on the grounds.

The tower was pumping out an FM signal that covered Los Angeles, broadcasting from the basement of the church. Underground. Mitch talked to the preacher he met along the way. And he bought time on the station at night and experimented with playing hard rock and a new form of presentation. His friend Donohue sent tapes from San Francisco, and the two of them created “free form” radio (also referred to as “underground” radio) from the basement of the church. The frequency became KPPC-FM.

Note: both of them created free-form radio at risk to their careers and income while over the age of 40. Tom continued as a progressive rock jock in San Francisco, and Mitch became an icon in Los Angeles as an album rock jock on KLOS and KMET. Oddly, Tom gets more of the image and credit, but they were very much partners.

BMR MH — B. Mitchell Reed (l), his wife Carol (c), and Michael Harrison (r) at KMET, Los Angeles in the late seventies.

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 “The Other Side of Midnight” is heard on WABC, New York and the Red Apple Audio Network 1:00 am – 5:00 am. 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. He can be phoned at 646-678-1110.

Industry Views

Speaking the Conversation of the Listener

By TALKERS | July 19, 2023July 19, 2023 by TALKERS

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling On Sunday
Talk Media Network

In the strum and dirge of daily radio life, it is easy to forget the mad skills required to do what we do. Consider the TV sitcom. 22 minutes of content, 22 times a year. The cast ad libs – nothing! Between eight and 11 writers scribe every word. Hair, makeup… handled by others! A donut run? No, there’s the crafts services table that will make you, the star, whatever you want any time you want it. Hot? A production assistant sprays mint scented water on you.

How’s your day? You or your on-air talent create a three- or four- or perhaps even five-hour show out of thin – or should I say rarefied – air! Writers? You mean that kid who has to go to class at 11? Production? Sure, as soon as the spots for the weekend are cut. Food? Ya got quarters?

You are a miracle of creativity, ambition and sheer talent. Reward? The company wants to cut your live read fees and could you help out in sales? As a point of reference, when Dr. Ruth Westheimer killed in the ratings at WYNY, we gave her a Seville.

GOOD NEWS. You can fix this. Talk radio is the last frontier of free form radio. Fact is you can do whatever you want.

Most talk shows and stations peaked about six years ago. The audience is not growing, it’s not attracted to talk radio’s offerings of endless political theory. So, stop.

What works? Take a look at the ratings of KMBZ-FM Kansas City; KFGO, Fargo; KFBK, Sacramento; WABC, New York’s Frank Morano; WTAM, Cleveland’s Bill Wills; WLW, Cincinnati; KFI, Los Angeles; KDKA, Pittsburgh’s midday. (I will now be flooded with other examples but listen to those stations.) Hosting a network radio show, “Sterling On Sunday,” I have learned what those audio outlets exemplify works!

Talk about your day. Talk about what two best friends would discuss over a quick lunch. The topics that generate ratings are not always the “hot talk radio topics.” The list that works reads like this, try it:

— Trouble with the in-laws.

— Is “Storage Wars” fake?

— Tip at the drive-thru?

— Cell phone for a 10-year-old?

— Married? Is texting cheating?

— How can I do less and earn more?

— Yes, it was a controlled demolition.

— Taylor Swift bi? Harry Styles bi?

— Are you kidding? Women ARE in charge!

— Turn on the AC, shut the damn window.

The power of the mirror. When the radio speaks the conversation of the listener, the ratings go up. Guaranteed.

Walter Sabo was the youngest executive vice president in the history of NBC. The youngest VP in the history of ABC. He was a consultant to RKO General longer than Bill Drake. Walter was the in-house consultant to Sirius for eight years. He has never written a resume. Contact him at walter@sabomedia.com. or mobile 646-678-1110. Hear Walter Sterling at www.waltersterlingshow.com.