SABO SEZ: There is a Need for New
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”
The groaning and moaning that “radio is losing younger demos and will die tomorrow” misses the point. What attracts younger audiences? What has always attracted younger audiences? NEW STUFF. New clothes, shows, slang, ideas… NEW. When you “found” radio, you found a top 40 station that was saturated in the latest music, events and ATTITUDE. Radio remains vital by presenting and celebrating new, shocking, contest prizes, revolutionary ideas, hosts, jocks… NEW.
Radio is good at “new.” “New” is hard for other media. A key advantage of radio over other media is the ability for a programmer or host to think of a new idea on the way to work and air that idea that day. TV, print, outdoor can’t do that.
When radio fails to present “new” it sinks lower into the media landscape. Radio is ubiquitous and only rises in the community’s consciousness when it presents “new.” When radio broadcasts predictable, consistent content hour after hour it suffers a grim listener review, “Oh I don’t listen to the radio.” Or, worse, “I don’t listen to the radio much.”
Word of mouth is not generated by playing “10 in a row” or yelling at the Democrats. Expected content cannot cause a listener to say to a friend, “Did you hear…?” Only surprises, outrageous POV and the unexpected claim precious top of mind awareness.
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.
The most common mistake podcasters make is assuming the microphone alone creates an audience. Too many would-be hosts hit Record without a clear strategy for WHY they’re doing a show, WHO it’s for, and what makes it DIFFERENT from millions of other podcasts.
number of issues based on data from Edison Research’s ongoing Share of Ear study. One aspect of AM/FM radio’s strength is its ability to reach the country’s political segments. The post notes, “Among registered voters, AM/FM radio has a 67% share of ad-supported audio, followed by podcasts (20%). Whether the target is Independents, Republicans, or Democrats, AM/FM radio shares are in the mid-60s to low 70s.” 
U.S. Other takeaways include: Listeners aged 18-34 spend 32% of their daily ad-supported audio time with podcasts; and podcasts consistently drive top funnel advertising impact. Nielsen says its Podcast Brand Impact Database draws on nearly 2,000 case studies and shows that podcast ads continue to drive strong brand awareness, motivate listeners to learn more, and purchase products. 
place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact 
(NMI).” Nielsen adds, “As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.” NPR and Ocean Media are among the charter subscribers at launch.
exploring the audio strategies behind real business success to provide behind-the-scenes insights, creative inspiration, and tips from brands that are scaling with sound. Topics being addressed include: 1) What makes audio such an effective channel for performance and brand-building. 2) How local advertisers are using radio to stand out and win more wallet share. 3) Why podcast hosts have become some of the most trusted voices in advertising. And 4) Lessons learned: real-world advice from brands turning listeners into loyal customers. 
A radio (or video podcast) host grabs a viral clip, tosses in some sharp commentary, and shares it online. The goal? Make some noise. The result? A takedown notice for copyright infringement – and then a letter threatening a defamation suit.
In radio and podcasting, editing isn’t just technical – it shapes narratives and influences audiences. Whether trimming dead air, tightening a guest’s comment, or pulling a clip for social media, every cut leaves an impression.
marketers about perceived media effectiveness in which radio came in last place, behind all measured traditional and digital media types. According to Nielsen’s global ROI benchmarks, radio delivers the second highest return for advertisers, second only to social media. Nielsen’s ROI benchmarks show radio delivers higher returns for advertisers than all other other traditional media. While radio is perceived to be less effective than digital media, it delivers an ROI +30% higher than video and display, and +70% higher than search and CTV. 
KPIs and lower CPMs can be misleading, and a channel’s ability to claim conversion credit doesn’t necessarily translate to real value. This bias can lead to underinvestment in traditional channels, like radio, which, despite being perceived as less effective, can deliver substantial ROI.” The perceived effectiveness of radio by marketers puts it dead last in ROI. But a weighted average shows that radio is second only to social media in ROI. The study also found that “podcasts demonstrate strong ROI, comparable to TV and digital display, yet they are often overlooked or undervalued.” 
radio.” Nielsen says delineating between total listening (or viewing) and the ad supported universe is vital in today’s burgeoning media landscape where consumer choice grows by the day and marketers are looking at every available opportunity to cut through. In the first quarter of 2025, ad supported audio represented 64% of total listening. This is similar to TV, where 72% of total viewing was spent on ad supported platforms, in Q1 according to Nielsen’s recently launched Ad Supported Gauge report. Looking at ad-supported audio, consumers spent 66% of their daily listening time with radio, 19% with podcasts, 12% with streaming audio services and 3% with satellite radio. Radio accounts for anywhere from 47% of daily ad supported audio time among people 18-34 to 73% among 35+. Meanwhile, podcasts are the inverse, representing 15% of daily audio time for people 35 and older compared with 32% among those 18-34. 
hold the seat through the end of the year. However, he faces a June primary and, if successful, then a November general election to remain in office into 2026. Morano tells TALKERS, “We have another election in June, but I’m hoping to stay on the radio, whether it’s in my current time slot or another. I’m determined to stay on radio, even while doing the people’s work.”
hosting a one-hour show airing Saturdays from 4:00 pm to 5:00 pm. Sterling spent 35 years as the voice of the Yankees prior to retiring last spring. Sterling says he is no stranger to sports talk radio having hosted a show on WMCA, New York during the 1970s. 
increasing 19.2% YoY to $62.1 billion, now accounting for 24% of total ad revenue, and that Podcast advertising revenues show a strong YoY growth of 26.4%, a significant acceleration from 5.5% last year. IAB adds, “This growth was fueled by shifting consumer media habits, with cord-cutting driving greater engagement with on-demand audio, and podcasts emerging as a key platform for political advertisers seeking to connect with voters ahead of the election.” Overall, digital audio – including podcasting – has continued to grow, earning $7.6 billion in revenue with an 8.5% YoY growth from FY23 which is a slowdown in growth compared to last year’s 18.9% rate. Podcasting however saw 
their business objectives through effective broadcast and digital advertising. The ideal candidate will possess excellent communication skills, have an enthusiastic and outgoing personality, along with a drive to succeed. Most importantly, we are looking for hard-working salespeople who want to have FUN at work, make money, and help local businesses grow.” 
Radio sells advertisers our listeners’ attention. For a hundred years, our inventory has largely been commercials. Now, as our wandering audience leads us to more revenue channels, are we hooked on spots?
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.
platforms that emphasize conversation and create a sense of connection. To win with this community who wields $2 trillion in buying power, brands must prioritize engagement strategies that center diverse Black experiences and cultural nuances.” The study notes that social media apps have become a haven for Black consumers – Black adults overall spend more time scrolling than their peers. Black millennials (between 18 and 34-years-old) spend the most time on social media among all adults by almost an hour per week. Black adults also have high engagement with radio and podcasts. Radio averages the same as TV in weekly reach with Black adults – each medium reaches 27 million Black adults on average. 
which is 19.6% of adults planning a new vehicle purchase. Among heavy radio listeners (those that listen more than 3 hours a day), that number jumps to 30%. That’s 53% stronger than the general market.” Forester says that podcasts are also a good genre for auto advertising. He says, “The multi-media analysis by The Media Audit revealed podcasts captured the interest of 30.1% of adults 18+ planning to buy a new vehicle in the next 12 months… 53% higher than the general market. Audio streaming does well at 22.7%… 16% higher than the general market” Forester concludes, “Automotive advertisers have a tremendous opportunity to leverage radio’s ability to connect with ready-to-buy consumers. Our data shows that radio not only drives awareness but also inspires action, making it an essential part of any automotive advertising strategy.”