ENOUGH! The Selling Culture Has Failed Radio
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling On Sunday
Talk Media Network
The creeping culture of sales-determines-all has brought the industry to this moment of despair. The selling culture has failed the medium. It is time to, once again, segregate the sales and programming departments. Take the budgets away from the program directors and inspire them to create exciting UNPREDICTABLE programming.
Earnings calls for most radio companies were held this week. Not pretty. Declarations of the demise of radio are constant, emotional, and desperate. Bleak conditions in the radio industry have occurred before. A review of past crises and how they were overcome is constructive, urgent, and essential.
For example, in 1952, network TV was launched and showed signs of success. NBC, ABC, and CBS moved their money from radio to TV. Longform radio shows were cancelled leaving stations across the country with a problem. At the time, most radio stations were small shops, usually family-owned, therefore the need to add hours of local programming was a financial challenge. The solution was presented by a programmer.
Todd Storz’ family owned stations in Omaha, Kansas City, Minneapolis, New Orleans, St Louis and Oklahoma City. He was young and obsessed with radio. His stations were losing money and the future, without network show blocks, was uncertain. Todd ate at a diner daily and noticed that even after it closed, the waitresses put their own money in the jukebox to hear the same songs they had heard all day. Hit after hit. Todd created a list of the top 40 songs, built a production sound and put it on his Omaha station. The station was #1 overnight. His top 40 format was aired on his owned stations with the same results.
Ruth Meyer was the program director of WMCA, New York where she established the GOOD GUYS dynasty. Before WMCA Ruth was the PD of Storz’s station in Kansas City. I asked her who did what at Storz and she said, “It was all Todd.” Todd was a programmer who never spent a day in sales. Storz’s programming idea changed and, yes, saved the industry.
When Todd died at 38 years of age his father – a businessman – took over the company. After Todd’s death, the stations died too. Why? Storz station manager Deane Johnson explained, “Todd’s death [and the control of the radio stations falling to Todd’s father] brought about a shift from a ‘programming company’ to a ‘money company.’”
Radio’s next challenge was FM. It is a popular myth that the shift from AM listening to FM was driven by the higher quality of the FM signal. FM’s signal had been available since 1948. No one listened.
You don’t go to iMAX to watch the huge, superior white screen. You go to watch a movie on the huge superior white screen. When the FCC mandated an end to AM/FM simulcasts, the general managers had no idea what to do and isn’t it time for golf?
Obsessed, very young radio fanboy programmers such as Michael Harrison and Allen Shaw joined with frustrated senior programmers like B. Mitchel Reed, Scott Muni, Murray the K and Tom Donahue to EXPERIMENT with new programming techniques. They imagined and implemented progressive rock, free-form, album rock. THEN the crowds came to FM to hear exciting UNPREDICTABLE programming.
In 1966, Tom O’Neil, the founder/chairman of RKO General owned many money-losing, major market stations. The solution? Better sellers? Better sales training? A sales master course? No. The answer was Bill Drake. O’Neil hired Bill Drake and allowed him to create exciting UNPREDICABLE programming. Drake’s programming saved many RKO stations and was copied by hundreds of stations across the country. Drake’s programming saved them, too.
ALL of radio’s challenges today can be solved with programming invented by programmers free to program. Enough with “it’s not in the budget.” Enough with “it will bring in money.” Enough with “it’s good for sales.” Enough with talent having to generate half their salary in billing to be retained. Enough!
Unleash today’s program directors to follow their instincts, their facts and no more having to check with corporate. Why? Because checking with corporate hasn’t worked. Checking with corporate stops the flow of ideas, it freezes them in time. Radio is live, in the moment. When radio programming is frozen in time it MUST fail. Give up corporate engagement. Let programmers surprise you.
To quote a mentor, ABC Radio Network’s VP Dick McCauley (a sales guy), “A great salesperson is one who has a great product.” He said it a lot.
Walter Sabo was the youngest executive vice president in the history of NBC. He was the programming consultant to RKO General longer than Bill Drake. According to a Sirius corporate EVP, “Sirius exists because of what Walter Sabo did.” He hosts a Talk Media Network radio show as Walter M. Sterling, “Sterling on Sunday.” Find out more here: www.waltersterlingshow.com Contact him at walter@sabomedia.com or 646.678.1110
The first of four rounds of ratings information from Nielsen Audio’s July 2023 PPM survey has been released for 12 markets including New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union. Nielsen’s July 2023 sweep covered June 22 – July 19. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In New York City, Red Apple Media news/talk WABC-AM/WLIR-FM sheds two-tenths to finish with a 3.2 share (weekly, 6+ AQH share) and falls back to the #11 rank, while Audacy’s crosstown all-news WINS-AM/FM rises six-tenths to a 4.9 share and climbs to the #6 rank. In Chicago, Nexstar Media Group news/talk WGN adds two-tenths for a 3.2 share finish that lifts it to the #10 rank, while Audacy’s crosstown all-news WBBM-AM/WCFS-FM tacks on four-tenths to finish the survey with a 5.0 share but falls back to the #4 rank. And in San Francisco, Audacy all-news KCBS-AM/KFRC-FM rises eight-tenths to wrap the survey with a 6.7 share that leaves it ranked #2, while Cumulus Media’s crosstown news/talk KSFO dips one-tenth for a 1.9 share finish good for the #17 rank. 
July 2023 PPM Data – Information for the July 2023 ratings period has been released for New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union.
has not only enhanced our daily lineup, but it has elevated New York sports news and programming for a very loyal and passionate fan base.” Audacy New York market president Chris Oliviero comments, “The debut of ‘Evan & Tiki’ is the next chapter in our tremendous partnership with SNY. Together we will bring the very best in sports audio and video to New York fans daily, which is exactly what they have come to expect from WFAN on SNY.”
Nashville Public Radio, which includes WPLN “News 90.3” (and triple A WNXP), appoints Robert Sanchez as its chief operating officer. Nashville Public Radio president/chief executive officer Steve Swenson comments, “Rob brings a wealth of experience and expertise to help us as we continue our rapid growth to expand our public service to Nashville and Middle Tennessee. His extensive background in both news and music programming is unique in our industry.” Sanchez notes, “I’m grateful to Steve Swenson and the board of directors for entrusting me to help lead the many digital and audio services Nashville Public Radio offers. I’m invigorated to join an organization that functions at such a high level of public service and community engagement.” For the past five years, Sanchez was vice president of news for iHeartMedia Boston news -news/talk hybrid WBZ-AM and iHM’s northeast regional news director. He previously was director/news and programming for Washington, DC’s WNEW-FM “All News 99.1”; assistant news director of New York all-news WCBS-AM; and programming/operations manager for Los Angeles’ KBLA “1580 Talk Radio.” Among persons 6+ in Nielsen Audio’s May 2023 survey period, WPLN ranks #14 and is trending 2.8 – 2.9 – 3.3 (March – April – May, 6+).
Former Spotify director of global podcast sales David Cohn joins Cumulus Media’s Westwood One as senior vice president of sales & digital partnerships. Cohn will oversee digital sales for Westwood One nationwide, focusing on growing brand partnerships across podcasting. In addition, he will have responsibility for the New York and Atlanta sales teams. Based in New York, Cohn will report to Westwood One president of sales Brandon Berman, who comments, “David is an accomplished sales leader with an exceptional command of the digital landscape. With his proven client-focused, multi-platform sales success, he is positioned to make an immediate impact on our business.” Cohn adds, “I’m super excited to join Westwood One. The opportunity to expand our digital footprint with the company’s amazing podcast and streaming assets was a natural draw for me. I’m excited to dig into the integrated advertising opportunities available in the red-hot audio space.” Prior to Spotify, Cohn held positions with Megaphone, Warner Media, Ziff Davis, and the WWE.
Westchester Radio, Inc to religious broadcaster Hope Media Group for $8.15 million. WVIP-FM has been airing programming brokered to Caribbean broadcasters. The O’Shaughnessy family still owns the company’s other station – news/talk WVOX-AM. O’Shaughnessy died in May of 2022 at the age of 84.
1010 WINS, and as both a life-long New Yorker and 25-year WINS veteran, I am thrilled and grateful to be the first woman chosen to fill this key on-air role. The news watch never stops, and I look forward to serving our listeners in the city I know and love with the continuing commitment to broadcast excellence embodied by our entire staff.” WINS brand manager Ivan Lee adds, “Not only is Susan a quintessential New Yorker and a brilliant anchor and journalist, but she will also forever serve as an inspiration and beacon of empowerment for all women who aspire to reach the highest on-air levels in the industry. We are beyond thrilled for her and this history-making moment.” The station says that additional morning team announcements will be made in the coming weeks.
W227CL at 93.3, licensed to Port Jefferson, New York. Pictured above is JVC president and CEO John Caracciolo (left) with seller Commercial Assets Inc president Mike Celenza (right) at the transmitter site. JVC is airing a classic hits format on the frequencies but says that a new format is coming to the station soon. The broker on the transaction was Mark Jorgenson of Jorgenson Broadcast Brokerage, Inc.
Hosting Career.” The session, sponsored by C. Crane, was introduced by managing partner, Goldman McCormick PR and syndicated host, Ryan McCormick (pictured at right) and moderated by WPHT, Philadelphia host, Dom Giordano (pictured above). Panelists (pictured below from left to right) include Heather Cohen, SVP, the Weiss Agency; Martha Zoller, host, WDUN-AM/FM, Gainesville, GA; Frank Morano, host WABC, New York; Rich Valdes, host, Westwood One; and Jeff Katz, host, WRVA, Richmond, VA. 
daypart and join current co-host Brandon Tierney as Tierney’s longtime partner Tiki Barber moves to afternoon drive alongside Evan Roberts. Barber’s new role comes as Craig Carton leaves Audacy’s sports talk WFAN, New York to focus on his morning show at FS1. 
alongside Evan Roberts. This news comes several days after Craig Carton announced that he will leave WFAN on June 30 after agreeing to focus on his FS1 morning program. Barber has been co-hosting the 10:00 am to 2:00 pm show on WFAN with Brandon Tierney. 
brought Carton back to WFAN after he served a year in prison for fraud. He said, “I had a saint in my corner. A gentleman by the name of Chris Oliviero. He has maintained his support of me as a friend and a brother through all the ups and downs of my radio career. When I got myself in trouble, he came and visited me. He told me if I ever got my life back in order and figured out why I made the bad decisions I made, he would be there for me. No guarantees of a job, but that he would never stop being my friend. Having a guy like that as your friend, I’m the luckiest guy in the world. Not only is he my friend, but he paved the way for me to come back to WFAN.” The WFAN website says Carton will continue to do his weekend gambling addiction program, “Hello, My Name is Craig” show that airs on WFAN on Saturday mornings. He added, “WFAN has meant the world to me. If WFAN didn’t give me the opportunity to come back and restart a career, no joke, I’m unemployable… so, walking away from WFAN is not easy. WFAN is my home.”
June 11 with an interview with the former president. Red Apple Media CEO John Catsimatidis says, “Roger’s impressive career has established him as a prominent figure in American politics. His wealth of experience offers an insider’s view into the political landscape, providing listeners with rare behind-the-scenes insights, razor-sharp analysis, unparalleled insights, and dedication to the truth will captivate audiences worldwide,”
The first of four rounds of ratings information from Nielsen Audio’s May PPM survey has been released for 12 markets including New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union (New Jersey). Nielsen’s May 2023 sweep covered April 27 – May 24. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In New York City, Red Apple Media’s news/talk WABC-AM & WLIR-FM is steady at a 3.7 share (weekly, 6+ AQH share) but slides from the #10 rank to #11, while iHeartMedia’s crosstown news/talk WOR dips two-tenths to a 1.7 share and remains ranked #18. iHeartMedia’s KFI, Los Angeles is flat with a 4.3 share but falls back to the #5 rank in the market. In Chicago, Nexstar Media Group’s news/talk WGN adds one-tenth to finish with a 3.3 share and rises one spot to the #9 rank, while Audacy’s all-news WBBM-AM/WCFS-FM loses two-tenths to finish with a 4.2 share but rises to the #3 rank in the market. 
May 2023 PPM Data – Information for the May 2023 ratings period has been released for New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union (New Jersey).
unexpectedly on June 5 after a brief illness at the age of 59. JVC Broadcasting executive vice president Bruce Shepard states, “It is with an extremely heavy heart that I bring you the news that early this morning, Lev, a dear member of our JVC Family, our co-worker, our friend, lost his battle and was taken from us way too soon. We will miss Dave more than words can possibly say.”
News/Talk Radio in the Digital Era – Part 2.” The session, sponsored by “Our American Stories,” is introduced by Alex Fife, VP operations, Southeast, iHeartMedia – Total Traffic & Weather Network (pictured at right) and moderated by Walter Sabo, CEO, Sabo Media and host (Walter Sterling) of Sterling on Sunday (pictured above). Panelists (pictured below from left to right) include Dan Mandis, program director and host, WTN-FM, Nashville; Ross Kaminsky, host KOA, Denver; Phil Boyce, SVP, spoken word format, Salem Media Group/ops VP, New York region/WMCA/AM 970; Josh Leng, CEO, Talk Media Network; and Matt Meany, program director, WABC, New York/Red Apple Media. 
at Hofstra University will be posted, beginning today with the panel discussion “Programming News/Talk Radio in the Digital Era – Part 1.” The session, sponsored by Premiere Networks, is introduced by Larry O’ Connor, morning host at WMAL, Washington, DC and moderated by Mike McVay (pictured at right), CEO of McVay Media Consulting. Panelists (pictured below from left to right) include Joe Thomas, program director/host, WCHV, Charlottesville, VA; Eric Stanger, SVP operations, Sean Hannity Show/Premiere Networks; Brett Winterble, host, WBT, Charlotte; Kevin DeLany, VP news & talk programming, Westwood One; and Tom Cuddy, program director, WOR, New York. (Note: Matt Meany, program director, WABC, New York who was originally scheduled to appear on this panel switched to the “Programming News/Talk Radio in the Digital Era – Part 2” session which will be posted tomorrow.) 
that includes AM 570 WMCA and AM 970 The Answer. Radio broadcasting background is preferred – especially applicants with an already existing book of business and contacts – but not entirely necessary for the right candidate. Interviewing now! 
You’d be joining a dynamic and high-achieving team that likes to play as much as they win. 
The first of four rounds of ratings data from Nielsen Audio’s April 2023 PPM survey has been released for 12 markets including New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island); Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union (New Jersey). Nielsen’s April 2023 sweep covered March 30 – April 26. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In New York, Red Apple Media’s news/talk WABC is steady with a 3.7 share (weekly, 6+ AQH share) but falls one spot to the #10 rank, while iHeartMedia’s crosstown news/talk WOR stays put with a 1.9 share and remains ranked #18. iHeartMedia’s news/talk KFI, Los Angeles adds two-tenths for a 4.3 share finish and rises to the #4 rank. In San Francisco, Audacy’s all-news KCBS-AM/KFRC-FM falls seven-tenths to a 7.3 share but remains ranked #1 in the market, while Cumulus Media’s crosstown news/talk KSFO rises half a share to a 1.8 share that lifts it to the #19 rank. Cox Media Group’s news/talk WSB-AM/WSBB-FM, Atlanta tacks on four-tenths for a 7.0 share finish and remains ranked #3 in the market. 
the industry as a number of car manufacturers unveiled controversial intentions to eliminate AM radios from the dashboard of electric and even gas vehicles going forward. In making the announcement about this additional agenda element, TALKERS publisher Michael Harrison stated, “The automobile issue is rocking the industry and John Catsimatidis has been stepping up to the plate in defense of both radio and good sense. He brings his formidable influence into the arena and we are delighted that he will be delivering a major address to that effect on June 2 at the conference. He has become a radio hero, and this will be another key moment in his growing legacy… and hopefully in prolonging the valuable life of both the AM and FM bands.”