Sabo Sez: The Myth of the Farm Team
By Walter Sabo
A.K.A. Walter Sterling
Host, Red Apple Audio Networks
On the list of imagined crimes committed by the act of consolidation upon the radio industry is the myth that it killed the “farm team” for emerging talent. There never was a farm team.
Radio, like online video web stars, is built on the blind ambition of self-cast stars. Hey kid, if you want to be in radio, you’ll find a way. I can’t recall radio industry recruiters hanging around high schools or colleges listening for compelling voices and story tellers. Radio talent did whatever they had to do to slip into the nearest radio station. Rookies still pester their way past the gate except now their odds of finding a launch pad are much better. Simple math.
America’s radio station count has more than doubled since 1970 – from roughly 6,800 to more than 15,600 total AM, commercial FM, and noncommercial FM stations. AM climbed to nearly 5,000 stations around 1990 before declining approximately 500 to roughly its 1970 level. The expansion came on FM: commercial stations more than tripled, while non-commercial stations grew more than elevenfold. Those totals don’t even include the thousands of FM translators and low-power FM stations now on the dial.
Ironic, huh?
There have never been so many stations which is ironic for a dying medium. More stations, better odds of landing a job. A formal structure for bringing in a new radio talent has never been stronger. Today there are paid internships, training courses, and of course campus radio stations – all formal paths to gaining employment.
There is a whole industry called “on boarding” with which many media companies engage. My on boarding was the owner let me hang around Saturdays, dub commercials to cart and bought me my first cup of coffee. Thanks Nick, owner of WCRV, Washington Boro, NJ
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 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.
gathering – will take place February 19-21 at the Sheraton Times Square Hotel in midtown Manhattan.
The risk is real. Suggesting that a technique used with great success in the recent past might be beneficial to the present is a perilous course. Is the idea out of touch with today’s reality? Is the author ignoring current trends?
There are two broad categories of thought: Task. Creative. When in creative mode, a person innovates, imagines, plans, and solves problems. An idea bank is a bank! Money grows from the results of imagination: new products, new music, new formats, new sales strategies. Business growth depends on new!
Broadcasting weekdays 5:00 am to 9:00 am PT, the show delivers what station sources describe as “unmatched news coverage of the critical stories shaping the community.” 
The program has a reputation for being a trusted news source dedicated to delivering timely and accurate coverage tackling everything from local and national news to business, entertainment headlines plus traffic and weather reports. Known for her warm delivery and engaging storytelling, Carter’s distinguished career includes roles at major news outlets such as WBBM in Chicago and Newsradio KFBK in Sacramento, where she became known for her sharp reporting and ability to connect with audiences. She will report to PD Mary Ayala who tells TALKERS, “I’m thrilled to welcome Veronica to our team,” adding, “Her depth of experience, vibrant enthusiasm and passion for connecting with the people of California make her a great addition to our morning show.” Carter comments, “I’m honored to join such a respected team and excited to connect with our listeners each morning, bringing them the news and stories that matter most.” Carter replaces LaDona Harvey, who announced she was stepping down from the role earlier this month.
nominees to be voted upon by industry personnel later this year, leading to the selection of the 2024 Radio Hall of Fame Induction Class. Kraig T. Kitchin, co-chairman of the Radio Hall of Fame, comments, “The input from fellow radio industry members and listeners alike helps our nominating committee contemplate so many more individuals worthy of a nomination. We’re grateful for the input and the ideas offered.”
There are media and there are media. There are platforms and there are platforms. Not all cultural artifacts are equal in terms of their utilitarian versus cultural value. Damn the tone-deaf corporate bean counters who are ripping the heart out of the spirit that gives humanity its life force! Marketplace obsolescence should not solely be determined by profit and loss. With all due respect to the idea of public service, what about the concept of loyalty? Shame on the automobile industry! Not only is it turning its back on the needs of millions of people, it is in the process of betraying one of its historic partners in not only commerce – but romance and glory. In other words, the automobile industry owes the radio industry a huge debt. The relationship between cars and radios goes a century deep and has been nothing less than a two-way street. Yes, auto industry, don’t be so hasty to save a few bucks by rushing AM (and then FM) radio out the door. You might just find in the long run that “radio” outlasts the private “car” as a fixture of human activity.
from digital sales in 2023 and more local ad revenue coming from video streaming than audio streaming spots.” RAB president and CEO Erica Farber comments, “Digital continues to be the catalyst for growth in today’s environment. A solid foundation in digital is a key driver for today’s successful marketing professional. As technology evolves, revenue and sales gains can only be obtained via digital services and training know-how. RAB continues to provide the training, tools and services needed to realize these gains.” The annual report shows that digital sales in 2022 comprised 19% of total ad revenue, representing between $85,064 for the average small-market station and $1.2 million for a station in a large market. Some market clusters were making tens of millions of dollars from digital ad sales. The full report – an analysis of online ad revenue from 3,753 radio stations, as well as survey responses from 851 local radio buyers and 169 radio managers – is available to RAB members.