The Power of Live and Unpredictable
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday
The decision to change WABC from music to talk back in 1982 was not made by corporate, it was made by its then-program director, Jay Clark. Corporate was hoping he would approve the change, “they” lobbied for it, but the call was the ultimate responsibility of the program director. The business plan for WABC as a talk station predicted it to be profitable in year 10. (That’s because KABC, Los Angeles took 10 years to turn a profit.) As it turned out, WABC turned a profit in year 11.
At the time of the WABC format change back in the early 80s, the role of a program director was to be a disruptor. They were expected to cause trouble, get headlines, keep the energy coming out of the speakers up-up-up. It was my experience that the best program directors were extremely unpleasant, difficult people. They knew how to stir up their world on and off the air.
They did not get along with sales: “I’ll get you ratings, you go sell them” was the essence of their relationship with sales!
As co-worker relationships within radio stations became more important than results, the industry suffered. The death knell was the first time a program director dismissed a new idea by saying, “It’s not in the budget.” Until that tragic moment, good/great program directors would greet new ideas with, “They will just have to give us the money.”
The primary reason radio is losing younger demos is not technology, it’s the show. Technology attracts no audience. No one goes to a movie theatre to see a blank white screen no matter how good they may find the air conditioning and popcorn. If younger listeners are listening to another audio medium it’s because the show is UNPREDICTABLE, new, energetic, fun or on-demand.
Radio of any genre can be unpredictable, new, energetic, fun and on-demand. (Request lines built top 40. But what happened to them?) The actions of unpredictability are free.
Those unpleasant, autonomous program directors often earned more money than any general manager and more than almost any program director working today. A lot more. Why? Because radio stations attracted cume by acting as a 24/7 barker. The barker sizzle came from the single mind of the program director.
The programming mind that wins by disruption is not limited to top 40. For example, classical music WGMS in Washington featured promos declaring that “WGMS plays real oldies,” “mostly Mozart” and “Celebrate the bicentennial and Beethoven’s birthday.” Unexpected programming proves that radio is live and “LIVE” is the most powerful word in electronic media.
Walter Sabo was the youngest Executive Vice President in the history of NBC. The youngest VP in the history of ABC. He was a consultant to RKO General longer than Bill Drake. Walter was the in house consultant to Sirius for eight years. He has never written a resume. Contact him at walter@sabomedia.com. or mobile 646-678-1110. Hear Walter Sterling at www.waltersterlingshow.com. Meet Walter Sabo at TALKERS 2023 on Friday, June 2.
The whining is non-stop. Many in radio mourn the advent of consolidation, corporate dictates, staff cuts. They miss the way the industry was – before.
Welcome to the NAB edition of Pending Business.
“They have the time and tools to listen, they like spoken word contest,” and Edison Research president Larry Rosin reminds us, they’re big-money consumers.
planners). Suchman writes that this argument “is among the ultimate tussles between media planners and publishers. While some may lean more heavily toward video, we at Audacy respectfully disagree.” He makes a five-point argument in audio’s favor saying it wins in reach, time spent using, is more immersive, activates all senses, and drives recall. 
close out Women’s History Month, it is important to remember the legacy of Gracie Allen, the inspiration behind these esteemed awards. This year’s recipients exemplify Gracie Allen’s spirit through their exceptional talent, innovation, and vision. Their steadfast dedication to their craft and their tenacious resolve to break boundaries serve as a compelling testament to the essential role women play in molding the cultural landscape. We eagerly anticipate celebrating their outstanding accomplishments.” Winners in the radio category (national and local) in commercial news or talk formats include: Jai Kershner, “Good Day Show,” Outstanding News Anchor; Mandy Connell, iHeartMedia, Host Non‐Morning Drive; Christina Musson, KMJ AM/FM Fresno, Co‐host (Talk/Personality) Small/Medium Market; Marcy Williams, WSB-AM/WSBB-FM, Atlanta, Outstanding News Reporter; “Talking Golf with Ann Liguori,” WFAN, New York, Talk Show ‐ Sports; and “The Gee and Ursula Show,” KIRO-FM, Seattle, Talk Show ‐ Talk. 
Oh, excuse me, hold on. Here it is! The hourly report from quasi research companies or real research companies like Nielsen declaring that radio is just fine, thank you! Massive surveys (choose one) reveal that radio works! Radio appeals to younger demos! Radio moves product! Radio has more listeners in AM drive than the “Tonight Show” has viewers! A landslide of data proves that after 100 years of success, radio is a viable medium.
and The New York Post who also served as Nassau County executive from 2018-2021. She’s filled in on the station’s “Cats & Cosby” show. Ernie Anastos recently began producing his twice-daily feature “Positively Ernie with Ernie Anastos” for the station. For this new show he partners with Patricia Stark – a certified personal & executive coach who heads Patricia Stark Communications. Red Apple Media Group CEO John Catsimatidis says, “At 77 WABC, we’re doing radio the way it’s supposed to be…. live, local, and BIG. We got rid of all the brokered weekend programs and we’re replacing them with big-name hosts like Ernie and Laura. I know we’re doing radio the right way because we’re winning!”
Local news sponsorship is an opportunity to “fish for whales,” institutional advertisers who can associate with something special. And, well-done, local news sure is special, because:
How might we better serve you in the future? How would you rate our service?
Radio is good at contests. TV and print suck at contests. However, when listeners are asked why they tune to radio, contests are at the bottom of the list.
advice!” The duo has worked together since 2006, including a formerly syndicated radio show and a podcast. Beasley Media Group chief content officer Justin Chase says, “As someone who grew up listening to fun and edgy night shows like ‘Loveline’ and others, I’m very excited to launch the ‘Cooper & Anthony’ show on three of our great rock brands. They will most certainly make radio a lot more interesting at night in Fort Myers, Tampa and Vegas.” Cooper states, “This is the show I got into radio to do. I’ve been waiting for the right team with the same vision. We found it with the amazing folks at Beasley. Anthony and I can’t wait to share this show with our listening family, because it’s all about them!” 
Ohio but returned to Western New York and has spent the last 18 years with Jeremy White as his co-host in mornings on Audacy’s WGR. Simon says, “I’ve been very lucky to have worked alongside some wonderful people at WJJL, WBEN, Empire Sports Network and finally at WGR. I wish I could list everyone by name, but that isn’t possible. Let me just say, thank you. Thank you, thank you, thank you to my many co-workers over the years. I’ve made some great, lifelong friendships, while getting a chance to do something I truly loved. I would like to mention my co-host for the last 18 years at WGR, Jeremy White. That is the longest I worked with anyone by far! Jeremy is super talented, extremely creative, and has a great feel for what topics will be of most interest to our listening audience.”
Companies hire consultants to avoid experiments. We improve results by customizing and implementing Best Practices proven elsewhere. So, I’m about to break a rule, because advertisers in a super-opportune category have become a noisy blur.
ESPN Radio, Audacy, Cumulus, and his own company Green Roll Media. In his new role at Blue Wire, Crowe will play an integral role in the company’s in-person studio partnership with Wynn Resorts. Crowe will manage production, sales, promotions, events & marketing related to the Blue Wire Studios. This move reunites Crowe and Blue Wire founder Kevin Jones, who worked with Crowe at sports talk outlet KNBR, San Francisco. Jones says, “Jeremiah is a problem solver, a connector and an experienced executive playing a big role growing Blue Wire. Throughout his career he’s worked well with talent and can be a major contributor on the business side for us. We’re thrilled to add Jeremiah to our team.”
