SABO SEZ: Jay Clark, A Real Program Director
By Walter Sabo
A.K.A Walter Sterling
Host, The Other Side of Midnight
WABC, New York / Red Apple Audio Networks
Jay Clark was the first program director of WABC as a talk station. He set the tone and path for modern talk radio. This week I had Jay on as a special guest on the Red Apple Audio Networks all night show, “The Other Side of Midnight.” We celebrated the anniversary, May 10, (1982) of WABC’s switch from music to talk on the giant signal at 770 AM.
There could not have been a better owner at launch: ABC Inc. Facts about ABC Inc (that’s it, it was just ABC Ink):
- ABC Inc. had launched KABC, Los Angeles and KGO, San Francisco in the mid 1960s. By 1982, when WABC switched to talk, those two stations were golden businesses. KABC was the highest grossing station in any
format in America. KGO was the killer biller in San Francisco. The execs who ran them were mighty proud: Ben Hoberman, Ed McLaughlin, Al Racco, Chuck Debere. Yes, they ran those stations, but they also invented the caller-driven talk format. There were other winning talk stations, but they were guest centric rather than listener centric (i.e. WOR, WGN). At the time, there were 43 stations listed as “talk” stations. 43. Not many models. - Clark explained that KABC and KGO took 10 years to turn a profit. The business assumption was that WABC would also take 10 years to achieve that goal. Audience research, which came back after the switch, showed it would take 10 years to win a viable audience. 10 years was fine with ABC management. That’s what it would take. It took 11.
- WABC launched primarily as live and local. Upper radio management was passionate about the talk format, they freakin’ loved everything about it. They understood its prestige. It was and is a sales format. Management nurtured talk radio and evolved it. They were committed to talk and understood the key fact for growth: YOU CAN’T SAVE YOUR WAY TO SUCCESS. At the time management’s love was essential to success because New York’s feelings for WABC as a rocker ran deep, and not many citizens or clients were in a hurry to witness its end. They were, however, in a hurry to tune to the FM band.
When walking the halls of WABC during the first talk year, one could feel the excitement and the pride. Those feelings permeated the airwaves and propelled success. One can’t find feelings on a spreadsheet, one can’t find success on a spread sheet either.
The return of feelings
When John Catsimitidis bought WABC, pride and passion returned to the halls and to the air. John and bride Margo love the station, the staff, the format, and the potential. “Cats” and station president Chad Lopez have a simple goal: “We want it to be number one.” You would be shocked at how many managers I’ve met who will never be number one – of any format – because they don’t want to be. They actually say they don’t want to be number one… or can’t.
As of today, as it was at launch, WABC’s owner is proud and passionate and will be number one. PD Kevin Droesch is very much in the Jay Clark school of understanding talent and winning.
Sure, sure you could be a cynic and assume I’m writing this because I work for Red Apple Media. But I don’t assume that you’ve met me.
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.
The decision to change WABC from music to talk back in 1982 was not made by corporate, it was made by its then-program director, Jay Clark. Corporate was hoping he would approve the change, “they” lobbied for it, but the call was the ultimate responsibility of the program director. The business plan for WABC as a talk station predicted it to be profitable in year 10. (That’s because KABC, Los Angeles took 10 years to turn a profit.) As it turned out, WABC turned a profit in year 11.