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.
election. About returning, Spadea says, “I’m excited to be returning to the airwaves with ‘New Jersey 101.5’ and the largest audience in the state. I’m looking forward to continuing our mission of fighting for common-sense solutions to save New Jersey. Our show has always been about the listeners, and I’m ready to keep amplifying the voices of small business owners, parents, teachers, first responders, nurses, and everyone else committed to digging in and staying in New Jersey. Stay tuned – there’s more to come!” Townsquare Media regional VP Brian Lang says, “Bill’s audience and the team at ‘New Jersey 101.5’ are looking forward to his return. There’s no doubt he’ll have great stories to share. I also want to thank Eric Scott and the entire morning show team for doing an outstanding job while Bill was away.”
co-host of the midday show alongside longtime station personality Judi Franco. Johnson – who served as the station’s program director from 1999 through 2017 – 
takes over for Dennis Malloy who retired from the program last week. Johnson says, “Coming back to ‘New Jersey 101.5’ feels like coming home. This station has always had a one-of-a-kind connection to the people of New Jersey. I’m honored to be part of it again — and even more excited to team up with Judi Franco, who’s as sharp, fearless, and funny as they come.” Townsquare Media regional VP Brian Lang says, “Eric is the perfect choice to join Judi on middays. He’s got a longstanding relationship with her, understands the power of the ‘New Jersey 101.5’ brand, and brings instant chemistry to the mic. We couldn’t be more excited — I can’t wait to hear ‘The Judi & EJ Show’ in action.”
A New Jersey radio station thought they were just being clever online. They scanned a photo from New Jersey Monthly, cropped out the photographer’s credit line, and posted it on Facebook – inviting listeners to edit and reshare it for fun. ying to engage listeners to interact with the station with more than just their ears.”
“Two of my children live out of state and it’s difficult to sneak in quick visits. But now it won’t be. I’ll get to spend longer periods with my kids and grandkids, and just hopefully take and enjoy what life has to offer. There is no drama and no intrigue. Judi and I are still very good friends, almost like brother and sister. We’re both grateful that they threw us together back in 1997. The chemistry was instant, and the laughter has never stopped. Yeah, there have been some tumultuous times thrown in there as well, but it was all good. So, so, so good. I was lucky enough to be a part of radio’s history in New Jersey. Don’t get me wrong: Our ratings are still very high, and for that, I am extremely grateful. But I will still be a part of the radio station, filling in when the need arises. I’ll possibly be doing some appearances and definitely some writing for NJ1015.com.” 
primary to take on Democrat Mikie Sherrill in November. New Jersey 101.5’s coverage noted, “Conservative radio host Bill Spadea was expected to give Ciattarelli a fight, but any hope that Spadea might have had to keep the race close ended when President Donald Trump endorsed Ciattarelli. Ciattarelli defeated Spadea on election night with a landslide victory margin of over 40 points. Ciattarelli swept every county, including Ocean County, where Spadea’s base of support was believed to be strongest.” So far, neither the station nor Spadea have stated whether Spadea intends to return to the morning radio program.
The station says, “As the June 1 increases loom, state leaders and advocates will discuss the impact on consumers and what can be done. With public outrage mounting over stalled grid upgrades and steep bills, a panel of experts and top officials will explore the reason behind the hikes and the possible solutions that can be implemented to prevent such steep hikes in the future.”
“It won’t work on FM.” Country. Country was predicted to be a failing format for the FM band. At the dawn of FM proliferation in the 1970s, the future of the band was viewed with fear and skepticism. Why wouldn’t country music work on the FM band? The conventional chatter said that “country needs to be on AM because truckers drive long distances and AM signals cover long distances. FM does not.”
discussion that will include experts educating New Jersey residents about how to identify threats and what to do when one’s personal safety is in jeopardy. The program will also expose the growing threat posed to children who are increasingly being groomed and recruited by extremists online. He says, “Law enforcement is increasingly concerned about both foreign and domestic threats. But the rate at which extremists are targeting our children is particularly alarming.” On-air guests will include: Carl Priddy, acting assistant special agent in charge of counterterrorism for the Newark FBI office; Laurie R. Doran, director of the New Jersey Office of Homeland Security and Preparedness; Adam McMahon, assistant professor of political science at Rider University; and John Pizzuro, CEO of Raven and former commander of the New Jersey State Police Internet Crimes Against Children Task Force.
Spadea – morning drive host at WKXW-FM, Trenton “New Jersey 101.5” – and his employer Townsquare Media created an illegal “shadow campaign.” The complaint says Townsquare used radio, social media and public events to promote Spadea’s campaign thereby providing him with “hundreds of thousands of dollars” worth of advertising. Ciattarelli is asking the Commission to deny Spadea’s campaign access to matching public funds and to fine Townsquare for the campaign violations. Spadea’s campaign says the complaint is baseless and that it has complied with election law throughout his campaign. 
-hourly money news reports Monday through Friday in middays and PM drive. Robison most recently served as evening news anchor at Townsquare Media’s WKXW-FM, Trenton New Jersey 101.5.” Compass Media Networks also names Joe Mackay director of audio sales. The 25-year radio sales pro, based in Chicago, will manage advertising sales relationships throughout the West Coast and Midwest. Also joining the company as manager of sales planning is Laura Schaeffer. The 10-year radio industry pro will help manage customer relationships and assist sales executives and management with sales proposals and inventory management. She is based in New York.
the commission will be “monitoring” his program. Spadea declared his candidacy a couple of weeks ago and filed the Form -D1 but has not filed his nominating petition since the primary race is not until next June. At that time, he will be a legally qualified candidate and will leave the air. On Friday, the commission was hearing arguments whether his being on the air is an in-kind contribution from employer Townsquare Media and violates the state law that prohibits single-source contributions of more than $5,800. Lawyers for fellow Republican primary candidates Jack Ciattarelli and Jon Bramnick argued that Spadea’s program is all about his thoughts on public policy, thereby giving him a thing of value. But Townsquare’s attorney stated Spadea doesn’t use his show to “express advocacy” and that it has “no value” to his candidacy. 
alongside Jeff Deminski on Townsquare Media’s news/talk WKXW-FM, Trenton “New Jersey 101.5.” It’s unclear whether this move was budget related or precipitated by something else, but Doyle’s info has been scrubbed from the “New Jersey 101.5” website and Deminski is listed as solo host in afternoons. Deminski and Doyle had been on-air partners since 1994, serving two stints with NJ101.5 from 1994 – 1999 and from 2011 to the present. TALKERS’ attempts to contact management at the Townsquare Trenton offices were unsuccessful.
over 2022, and that home break-ins to get key fobs are on the rise. New Jersey 101.5 senior political director Eric Scott says, “These are not teens looking for a joyride. Sophisticated criminal enterprises are behind the majority of car thefts in New Jersey with proceeds being used to fund international crime and terrorism.” The program’s panel will include New Jersey Attorney General Matthew Platkin, Monmouth County Sheriff Shaun Golden, Marlboro Mayor Jonathan Hornik, New Jersey Congressman Josh Gottheimer, and Christine O’Brien, president of the Insurance Council of New Jersey.
Station senior political director Eric Scott will moderate the town hall and he says, “Participating in youth sports can benefit our kids in so many ways. Unfortunately, the actions of just a few parents can spoil the experience for everyone.” The program’s on-air panel will feature Dr. Jason Krystofiak, division chief of sports medicine at Cooperman Barnabas Medical Center; Colleen Maguire, executive director of New Jersey State Interscholastic Athletic Association; Dr. Mike Gross, a clinical and sport psychologist and head of sport psychology at Princeton University; and Robert Everett, a former president of Berkeley Little League.
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Scott will lead a discussion with analysts, financial planning experts, real estate specialists, and college planners. He adds, “So many New Jersey residents fear they will never be able to afford to retire. This program will help New Jersey residents make smart decisions and ask the right questions as they plan for their future.” The station will broadcast online streamed live available for embedding at facebook.com/nj1015/live as well as via nj1015.com, the New Jersey 101.5 YouTube channel, or the New Jersey 101.5 app.
Gagliardi, who goes by Sam Elliot on the air, most recently served as the director of content for Townsquare’s Monmouth-Ocean market. Gagliardi says, “I sincerely thank the leadership at Townsquare – Bill Wilson, Erik Hellum, Jared Willig, and Brian Lang — for this incredible opportunity. Collaborating with the skilled professionals at the iconic brands of ‘New Jersey 101.5’ and PST presents an amazing opportunity. I am excited about working with such a highly talented group and look forward to engaging in collaborative efforts with the fantastic on-air and online creators at the Jersey 
issued the following statement: “Regional VP Brian Lang, who manages all of Townsquare’s stations in New Jersey, explains that the company earlier consolidated leadership in sales, promotions, finance, and engineering for the Trenton-Princeton and Monmouth-Ocean markets. Now it has also aligned content for those markets under Sam Gagliardi as VP of content. Gagliardi, who goes by the name Sam Elliot on the air, earlier served as general manager of Northern Lights Broadcasting in Minneapolis-St. Paul.”
Common Ground with Bill Spadea” and will feature live episodes of the podcast on location from towns, landmarks and businesses across New Jersey. The station says the deal will give Spadea the resources to focus on hard-hitting conversation and longer form interviews with leaders from New Jersey (and beyond). Spadea adds, “This partnership is the next step in the great success of our morning show, which has seen ratings skyrocket in recent years. We’re excited to be bringing multiple remote podcasts to our audience every month and look forward to seeing everyone on the trail!”
retire from the station on December 6. After his departure, John Kobylt (left) will continue in the daypart as a solo host. He quipped, “I am saying goodbye. After very little thought, this is what I’m gonna do.” The duo rose to prominence during their time at WKXW-FM, Trenton “New Jersey 101.5” beginning in 1988. They moved to KFI in 1992 and briefly went into national syndication in the late 1990s. That move drove a wedge between them and then-KFI owner Cox Communications and they left to do mornings at crosstown Disney-owned KABC, Los Angeles. That didn’t last long, and they returned to KFI where they’ve flourished since 2001. 
will lead a discussion aimed at helping residents understand the best way to protect themselves and their loved ones. He says, “The war between Israel and Hamas has created heightened tensions in New Jersey. But even before the war began, New Jersey was dealing with multiple threats from foreign actors and extremist groups operating in the Garden State.” The program’s on-air panel will feature Daniel Engelhardt, deputy director of the New Jersey Office of Homeland Security and Preparedness; Nelson Delgado, assistant special agent-in-charge of counterterrorism for the Newark FBI office; Stafford Township Police Chief Thomas Dellane; and security representatives from various New Jersey state agencies and authorities.
together a panel of educators, behavioral specialists and policymakers to examine how best to deal with pandemic learning loss won first place and will be received by the leading team members behind the town halls: anchor Eric Scott, director of content Anne Gress, news director Annette Petriccione, managing editor Sergio Bichao, and operations specialist Dan Alexander. The station also won in the Broadcast – Best Breaking News Coverage category for its coverage of the mayhem that erupted in Long Branch at the start of the summer season at the Jersey Shore. Managing editor Sergio Bichao, reporter Dan Alexander and then-producer and weekend host Jordan Jansson worked late into the night to chronicle a developing story that had far-reaching impacts on public opinion and policy relating to law and order. Finally, the station won in the Best Use of Sound for Radio News Story for reporter Dino Flammia’s series of on-air and online reports marking the 10th anniversary of Superstorm Sandy.
The persistent liability of most talk stations is that they attract a high percentage of listeners over the age of 65. Consider that many of those older listeners are attracted to radio shows that are talking for companionship and comfort.
Dependency upon a PPM panel to deliver high time spent listening is a bad business model. Would you rather count on one person listening for one hour or four people listening for 15 minutes? Right.
dedicated to talk (Monday through Thursday as Friday nights belong to