SABO SEZ: Trying is the Real Win
Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN
Serious business coaches reveal that a common trait of successful people is their ability to immediately forget their failures and to move on. Next idea. Next project. Surrounded by seas of committees, forms, rules and mediocrity, effective leaders know that just trying something, regardless of the outcome, is the WIN.
Strategic “forgetting” requires a unique worldview. An introvert’s worldview. To forget a failure means not caring what colleagues think of new ideas. Innovators do not consider if they are embraced, they care that their idea launched.
Television legend and programmer Fred Silverman recreated broadcast television. He was so successful he was recruited to helm CBS, ABC and NBC. After corporate leadership he was an independent producer commandeering four hours of prime time a week, earning… a lot.
All that mattered to him was getting it on the air. Like all programmers not everything he produced worked. One hit show is a miracle, he created dozens.
To Fred, he was proud of all his shows. He never bragged about the hits because to him, a hit was anything that got on the air. New was a hit.
Fred’s innovations can be seen on TV now. Before Fred, a TV show promo consisted of a slide and a VO. Starting at ABC, Silverman was the first to pull video from a show, edit it into a 30 second hook clip turning it into a fast-paced promo for the show. Each promo aired once. A staff of 150 people was hired to create a brand-new promo every time. Fred would often sit in the edit bays, producing fresh promos. He hated repeated promos. Finance hated him; engineering hated him; scheduling hated him. Nielsen did not hate him.
I sat many an all-nighter in edit bays as Fred’s production partner until what was on the screen matched what was in his head.
The radio greats have similar patterns of behavior: Tom Bigby, Greg Stockard, Ruth Meyer, Howard Stern, Greg Moceri, Rick Sklar, Skip Eskin, all the legends were/are focused and driven. There is no downtime. When one insists that their precise vision be implemented, they won’t have many friends, but they will have stunning results.
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
Carr of “illegally targeting broadcast networks and media companies perceived to be unfavorably covering the Trump Administration – wasting critical agency resources on bogus investigations in the process.” The lawmakers are also questioning Carr’s “commitment to his agency’s independence, given his frequent trips with the president to Mar-a-Lago and his targeting of entities that the president has criticized or sued in his personal capacity.” Committee Ranking Members says that “under Carr’s leadership, the FCC has harassed CBS for routine editing practices, reinstated lawfully denied complaints against ABC and NBC, launched a bogus investigation into KCBS-AM in San Jose simply for reporting publicly available information, and directed the FCC’s Enforcement Bureau to launch investigations into NPR and PBS based on false allegations.” The Committee is requesting documents and communications “related to its investigations of media entities,” “all communications between Carr and current White House officials and between Carr and other Trump Administration officials that relate to investigations,” as well as Carr’s travel records. 
During my tenure at NBC, once a month the division heads would meet at the behest of the CEO to report on their progress and trends in their sector. As the executive vice president of the FM division, I took a seat in that formidable group and tried to keep my remarks as brief as possible. What could I possibly say that would be more damn important than the words of the president of NBC News or the NBC Television network? In addition to NBC’s CEO, the CEO of owner RCA would often join the fun.
viewers, and CBS and NBC which saw 4.1 million viewers. On Election Day, FOX News Media’s primetime coverage of election night across FNC, FOX Network, FOX Business Network and FOX News Digital topped all television networks with nearly 13.6 million viewers and 4.4 million in the 25-54 demo. FNC’s “Democracy 2024” primetime coverage averaged nearly 10.3 million in total viewers and 3.1 million in the 25-54 younger demographic beating ABC, NBC, CBS and all cable news networks.
It was one of those indelible moments in sports history: The 1958 NFL Championship, played on December 28, 1958 at Yankee Stadium in New York. The Baltimore Colts defeated the New York Giants 23-17 in sudden death overtime. 65 years later, the events of that Sunday afternoon still resonate throughout pro sports and sports media.
MSNBC, along with topping The New York Times, Wall Street Journal, PBS and NPR. The poll results show 13% of respondents cited FOX News as the single news source they turn to most often, tying broadcast networks like CBS, NBC and ABC, while besting CNN (10%) and MSNBC (3%). For comparison, public news organizations (like PBS and NPR) delivered 4%, national news organizations such as The New York Times and Wall Street Journal garnered 8%, while international news sources like the BBC, Al Jazeera and The Guardian earned 3%.
The History Channel calls it “The Most Dramatic Home Run in World Series History.” ESPN has often described it as the greatest home run of all time. To this day, it is the only World Series Game 7 walk-off home run.
According to Podtrac’s latest stats, the average U.S. “Unique Monthly Audience” for the Top 20 publishers dipped 3% month-to-month, but improved by that same percentage compared to June 2022. “Total Global Downloads” for the Top 20 publishers remained steady month-to-month; however, it declined 3% versus this time last year. The combined audience for the Top Sales Networks was up 5% month-to-month. The top ten podcasts by US Unique Monthly Audience (June 2023) are: “The Daily” (New York Times); “Dateline NBC” (NBC News); “Morbid” (Wondery); “Up First” (NPR); “NPR News Now” (NPR); “SmartLess” (Wonderly); “The Ben Shapiro Show” (Daily Wire); “Stuff You Should Know” (iHeartPodcasts); “Pardon My Take” (Barstool Sports); and “The Dan Bongino Show” (Dan Borgino). With a US “Unique Monthly Audience” of 31,625,000 (and 833 active shows), iHeartPodcasts is the top podcast publisher. It is followed by Wondery; NPR; NBC News; New York Times; Daily Wire; The Walt Disney Company; Barstool Sports; Vox Media; and PRX.
In the early 1980s, talk radio made a $4 billion mistake. Prior to then, there were approximately 50 full-time talk stations in America. They were predominantly found in major markets and had been in the format since Marconi. The original talk stations had two key traits: They were dominant in ratings and much of their popularity was driven by women hosts.
Then Mary Margaret read live copy. OR Mary Margaret had her guests read live copy. Sales for advertisers exploded. (Source: It’s One O’ Clock, Time for Mary Margaret McBride by Susan Ware 
together to further Bonneville’s mission to be a positive influence on the communities we serve. We’ve grown as a company in our reach and impact. I know Tanya will take Bonneville to the next level – I’m thrilled for the future of the company under her leadership.” Vea comments that Brown has been, “an incredible mentor” and she is “so grateful for all that he’s done” for Bonneville. “He has led by example as a steward of the company and its resources. I will miss working with him, and I feel incredibly 
fortunate to take on this role knowing that he has put the company in a position of strength. Bonneville is a special company. I’m committed to building on the foundation of those who have come before me and am focused on fulfilling our mission to be trusted voices in our communities. Our greatest strength is our team of talented people. I’m honored to be able to work with them to grow Bonneville for the future.” Brown’s tenure as Bonneville’s president began in December 2013. Before that, he possessed a similar title for McGraw-Hill Broadcasting Company. During Brown’s 28 years at McGraw-Hill, he worked in various sales and management capacities for ABC and Azteca America television stations. He currently is board chair for the NAB Leadership Foundation. Recently promoted to executive vice president of content and media operations, Vea oversees content strategy for all Bonneville markets. She commenced with Bonneville in 2010 as vice president of program development before being boosted to senior vice president/general manager overseeing the company’s Salt Lake City cluster. Currently on NBC’s affiliate board and executive committee, Vea formerly worked in advertising and public relations.
WABC-AM & WLIR-FM “77 Talk Radio” began at 6:00 this morning (Wednesday, 10/12). The 65-year-old McGuirk passed away last Wednesday (10/5) from prostate cancer. For the past four and a half years, he and Sid Rosenberg co-hosted “Bernie & Sid in the Morning.” According to Red Apple Media owner John Catsimatidis, who purchased WABC two years ago, “We are airing this all-day tribute to honor our friend and colleague, who loved New York, radio, and his listeners. We’ll have the opportunity to bid farewell to a wonderful man who reached WABC radio listeners around the world every morning 
with his unique take on the news.” Red Apple Media/WABC radio president Chad Lopez notes, “Bernie’s observations and analysis of world and local news and politics were not only insightful – they were authentic. His brilliant mind, combined with that New York attitude, [gave] listeners what they wanted – the truth; we will miss him.” News anchor/air personality Charles McCord worked with McGuirk during their years together on “(Don) Imus in the Morning” and will appear this morning in the 9:00 hour. Among others scheduled to be part of the tribute are: New York City mayor Eric Adams; comedian/longtime “Imus” cast member Rob Bartlett; sports talk host Christopher “Mad Dog” Russo; former “Imus In The Morning” sports personality Warner Wolf; NBA play-by-play announcer Mike Breen; actor/author Chazz Palminteri; Fox News meteorologist Janice Dean; and WABC host Bill O’Reilly. McGuirk joined WABC in 2007 as “Imus in the Morning” producer/on-air contributor. He’d previously been with Imus at New York’s WNBC and WFAN. In 2016, WABC teamed McGuirk and Rosenberg in mid-days (10:00 am – 12:00 noon), before boosting them to morning drive. Rosenberg reflected on McGuirk with TALKERS founder Michael Harrison. Listen to their conversation by clicking 
Round Four of August PPMs Released. The fourth round of ratings data from Nielsen Audio’s September 2022 PPM survey has been released for Austin; Raleigh; Indianapolis; Milwaukee; Nashville; Providence; Norfolk; Jacksonville; West Palm Beach; Greensboro; Memphis; and Hartford. Nielsen Audio’s September 2022 sweep covered August 18 – September 14. TALKERS magazine managing editor Mike Kinosian presents his “Ratings Takeaways” from this group of markets. Three news/talk outlets are included in West Palm Beach’s top twenty (6+). A four-tenths improvement from August 2022 by iHeartMedia’s WZZR (1.8 – 2.2, 6+) coupled with co-owned WJNO’s half-share dip (1.8 – 1.3, 6+) results in “92.1 Real Radio” (ninth to eighth) overtaking “News Radio 1290” (#9 to #11). Also in that Florida market’s mix is Hubbard Broadcasting-owned WFTL “News Talk 850,” which drops two-tenths (1.1 – .9, #13 to #14, 6+). Although they only yield a combined 5.0 (6+), four Hartford news/talk stations crack the top twenty. Leading that group is Audacy’s WTIC-AM, although “News Talk 1080” logs a full-share deficit from August (4.6 – 3.6, 6+), slipping from eighth to ninth; its internet stream is unchanged in share and market rank (.2 and #20, respectively). Meanwhile, Red Wolf Broadcasting-owned WDRC-AM “The Talk of Connecticut” picks up two-tenths (.8 – 1.0, #15 to #14, 6+) and iHeartMedia’s WPOP “News Radio 1410 AM & 100.9 FM,” which had been unlisted since April, resurfaces with a .2, (#20, 6+). See Mike Kinosian’s complete “Ratings Takeaways” from this group of markets (as well as the first three groups) 
the 1999 killing of Hae Min Lee, a case that was chronicled in the first season of the podcast “Serial.” Laura Nirider, co-director of the Center on Wrongful Convictions at Northwestern Pritzker School of Law, tweeted, “After the latest round of DNA testing generated results that, like previous rounds of testing, excluded Adnan Syed, he has now been formally exonerated.” A Baltimore judge last month overturned Syed’s murder conviction and ordered him released from prison, where the 41-year-old had spent more than two decades. Circuit judge Melissa Phinn gave prosecutors 30 days in which to decide whether to retry Syed or drop the charges. Syed captured the attention of millions in 2014 when the debut season of “Serial” focused on the case and raised doubts about some of the evidence, including cellphone tower data. Syed served more than 20 years in prison for strangling the 18-year-old Lee. Her body was found weeks later buried in a Baltimore park. More than a decade later, “Serial” revealed little-known evidence and attracted millions of listeners, shattering podcast-streaming and downloading records. Prosecutors failed to tell Syed’s defense attorneys about evidence that would have allowed him to defend himself, including details that established two other people had threatened Lee’s life. In a Tuesday afternoon press conference, the state’s attorney for Baltimore, Marilyn Mosby, said that recently tested DNA completely exculpated Syed from the crime. She declined to say if any other known suspects may be implicated in the recent DNA testing, saying that the investigation is ongoing.
comments, “As we reach more audiences, we need to rethink the way we program across multiple platforms. Jeff brings an entrepreneurial spirit and innovative mindset – these are critical skills that will be a huge asset.” Co-founder of Okanjo and Zap2it, Rowe has worked at AOL; Journal Communications; Tribune Media; NBC; and VH1. … Three-year KDWN “The Talk of Las Vegas” program director Steve Hoffman exits the Beasley Media Group news/talk station. … College Station, Texas news/talk WTAW celebrated its 100th anniversary last Friday (10/7). The Bryan Broadcasting-owned outlet began as 
experimental station 5XB in 1914 and was officially licensed as WTAW by the Commerce Department in 1922. Vice president/general manager Ben Downs comments, “When we followed the [Rush] Limbaugh wave into talk in 1989, it was a great day for the station. We still control the 25+ demos, which isn’t bad for a 100-year-old station – even though we don’t look a day over 70.” … Attorney/Corporation For Public Broadcasting board chair Bruce Ramer will be honored tonight (Wednesday, 10/12) with CPB’s “Lifetime Achievement Award.” CPB president/chief executive officer Patricia Harrison notes, “Bruce Ramer’s award is in recognition of his extraordinary leadership and guidance given to CPB over the nearly 14 years of his service. He led CPB’s support for innovation, interconnection, infrastructure, and access to content over many platforms. [Bruce] was committed to strengthening local, national, and international public media journalism and editorial integrity. On a meaningful level, he always advanced diversity and inclusion personally and professionally.” CPB vice chair Laura Gore Ross adds, “Bruce’s leadership has strengthened CPB and public media when we needed it most. On his watch, CPB was able to distribute $75 million in American Rescue Plan Act funding and $175 million in CARES Act stabilization funding to public media stations. He has provided wise counsel through thick and thin that’s been felt by all.”
radio and recording studios, a 50-seat performance space, as well as office space. SiriusXM president/chief content officer Scott Greenstein notes, “We are excited to open our Miami broadcast complex and deepen our ties in such a multicultural and entertainment-rich city. Our Miami facility will feature a world-class performance space for our special events. Its artist-first recording studios will be a destination for major stars and emerging personalities to connect with listeners.” SiriusXM’s other facilities include its New York Rockefeller Center headquarters; West Hollywood studios; and studios/offices in Washington, DC and Nashville.
yesterday (TALKERS, Monday, 10/10) WCBS-AM news director/brand manager Tim Scheld indicated in a staff memo that he’d be exiting the all-news outlet before the end of the year. A new agreement with SAG-AFTRA will allow cross-utilization of anchors and reporters for WINS and WCBS-AM. Audacy New York market president Chris Oliviero comments, “At a time when quality journalism and local reporting is so critical, it was the ideal moment to make a strong investment in our news creation and distribution capabilities. Audacy New York’s news organization, anchored by both WINS and [WCBS-AM], is the premier audio news outlet in the city. Now more than ever, we remain committed to serving our audiences as we have done so for over the last 50 years.” Mevorach states, “We are standing at the edge of an exciting new era for news in New York for our team, advertisers, and – most importantly – our listeners. [WINS and WCBS-AM] will be in more places, covering more stories, creating more original content, expanding our digital footprint, and now offering listeners a crystal-clear FM audio experience. Both brands will retain their distinct identities but will now harness resources with the single mission of better serving our communities and reaching the next generation of news consumers.” Mevorach began his career in Boston as a magazine writer/editor for The Library Scene. Lee previously was operations manager at Talk America, which rebranded to Liberty Broadcasting; became WCBS-AM’s operations coordinator in 2004; WINS’ news editor in 2010; and was promoted to assistant news director in 2012. From November 1985 – December 2005, WXRK (now WNYL) was Howard Stern’s flagship station. The station flipped from CHR “Amp Radio” to alternative in February 2017. Recording its third consecutive down trend (1.6 – 1.5 – 1.3 – 1.2, 6+), WNYL ranks #21 in Nielsen Audio’s September 2022 sweep. WINS (3.0, 6+) and WCBS-AM (2.9, 6+) rank #11 and #13, respectively.
Hockey League’s Florida Panthers is effective through the 2024 – 2025 season. As part of the deal, Florida Panthers games will be aired on sports gambling-formatted WBZT “Sports Radio 1230 The Gambler.” iHeartMedia market president Mark McCauley states, “We’re excited to partner with the Florida Panthers and provide listeners great play-by-play action on ‘1230 The Gambler.’” Meanwhile, Panthers chief revenue officer Shawn Thornton adds, “We’re excited for iHeartMedia West Palm Beach to join the Florida Panthers radio network. With the refresh of their sports radio station ‘1230 The Gambler’ this past summer, we look forward to working with the leading audio media company in America to broadcast Panthers games to our fans in Palm Beach County.” In addition to Panthers play-by-play coverage, WBZT will air a one-hour Florida Panthers weekend show. The eight-station iHeartMedia West Palm Beach cluster includes WBZT, news/talk WJNO “News Radio 1290,” and news/talk WZZR “92.1 Real Radio.”
Year” Joe Maddon and three-time “Sportswriter of the Year” Tom Verducci provide insight, commentary and discussion on the MLB postseason. According to Maddon, “We are here to tell you what we think, not what we’ve heard. No regurgitation and original thoughts are valued.” Maddon managed in the big leagues for 19 years. He famously led the Chicago Cubs to their first World Series title in 108 years and the Tampa Bay Rays to their first-ever World Series. Five-time Emmy Award winner Verducci is the lead baseball writer for Sports Illustrated; lead analyst/reporter for MLB Network and Fox Sports; and a member of the National Sports Media Association Hall of Fame. He comments, “Like its namesake [forthcoming] book, the podcast will be full of surprises and insight. From game strategy to baseball history to leadership lessons – and maybe to some rock & roll and classic cars – we’ll cover more ground than a gold glove shortstop on the most illuminating and interesting podcast in baseball.” The podcast launched yesterday (Monday, 10/10) and will air through the World Series.
WBAL president/general manager Dan Joerres comments, “The production and broadcast of this debate on both WBAL ‘News Radio’ and WBAL-TV is an important part of our ‘Commitment 2022’ political coverage. Putting all of our broadcast and digital sources to work to bring voters across the state this gubernatorial debate is a major part of our continuing effort to help them make informed decisions on election day. The debate will be moderated by WBAL-TV anchor Jason Newton. … The first episode of ESPN’s “The CJ McCollum Show” was posted last Thursday (10/6). The guard of the NBA’s New Orleans Pelicans had teammate Brandon Ingram as the inaugural guest on the podcast, which will post episodes each Thursday. McCollum formerly hosted Cadence 13’s “Pull Up With CJ McCollum.” … Elsewhere in NBA-themed podcasts, Jam Street Media introduces 15-year-old Sloane Weinstein hosting the bi-weekly “Sloane Knows.” She’ll interview some of the NBA’s biggest names, including the Boston Celtics’ newly-signed Blake Griffin; free agent Dwight Howard; and former NBA players Richard Jefferson and Baron Davis.
by San Francisco public radio news/talk KQED that paved the way for the release of videotapes from the 2009 – 2010 Prop 8 trial, leading to legalization of same-sex marriage in California. Proposition 8 passed in 2008 and banned same-sex marriage in the state. The subsequent trial, Perry v. Schwarzenegger, questioned whether Prop. 8 violated the U.S. Constitution. Judge Vaughn Walker ruled in favor of the right to same-sex marriage, but said at the time that videotapes of the trial would remain sealed for 10 years. KQED “Political Breakdown” podcast co-host Scott Shafer spearheaded the effort to make the tapes public. Shafer states, “As someone who sat through the entire Prop. 8 trial, I witnessed some very dramatic and moving testimony, as well as riveting cross-examinations. I’m glad others will now get to view this important part of the historical record.” KQED chief content officer Holly Kernan notes, “If our systems work behind closed doors, with no press or public access, we have no idea how decisions are made, nor what arguments are leading to these decisions. KQED wants more sunlight on our legal system, and we will fight on behalf of the public to get that access.”
