Industry News

TALKERS 2026 Video: Panel Discussion – “Overcoming Challenges as a Talk Media Talent”

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TALKERS continues to post videos of sessions recorded at the TALKERS 2026: Radio’s Next Chapter conference recently held at Hofstra University (6/5). More than 65 speakers participated in the day’s events. Today’s entry is a fascinatingly candid panel discussion titled, “Overcoming Challenges as a Talk Media Talent.” Moderated by Salem Radio Network syndicated host, Mike Gallagher, the panelists include (in alphabetical order): Kathy Barnette, host, WPHT, Philadelphia; Tara Granahan, host, WPRO, Providence; Andy Hooser, co-owner, Hooser Media Network / host, “Voice of Reason with Andy Hooser;” Kevin McCullough, host, “That KEVIN Show,” Salem Radio Network; McGraw Milhaven, program director, KTRS, St. Louis / host, “America at Night,” Westwood One; and Dr. Daliah Wachs, host, Talk Media Network. The fast-paced conversation focuses on a wide variety of issues faced by talk media personalities in the ever-evolving landscape of today’s turbulent industry. Stay tuned to TALKERS for daily postings of sessions from the 28th installment of the longest running and most important annual talk media industry gathering. To view this dynamic discussion in its entirety, please click here.

Industry News

Joe Thomas Visits New Affiliate in Chattanooga

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Talk Media Network morning show host Joe Thomas (left) – host of “First Thing Today with Joe Thomas” is pictured above with WGOW-AM program director Michael Yaffee (right). Thomas did his morning program from his soon-to-be affiliate en route to CPAC in Dallas. Thomas says, “What a great city! What a great bunch of people!”

Industry News

Andy Hooser Show Goes National Via Talk Media Network

Wichita-based talk radio host Andy Hooser announces that his radio program “The Voice of Reason with Andy Hooser” is going intoimg syndication via Talk Media Network. The program will be fed live weekdays from 5:00 pm to 6:00 pm ET. Hooser says his program is a “one-hour conservative talk program that focuses on recapping the day’s events and brings a fresh perspective on the big stories of the day with fun conversation and great daily guests.” The program is based at Steckline Communications’ KQAM, Wichita where he serves as operations manager.

Industry Views

SABO SEZ: The Fine Art of Talking with Talent

By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”

imgTalk show hosts are not motivated or driven like disk jockeys or salespeople. Most general managers have never managed talk show hosts. Few program directors have managed talk show hosts. My career has been blessed with daily exchanges with the best talk show hosts in history. Here are some suggestions I would like to share on how to have a superior relationship with talk stars.

• Listen to the show. Talk hosts are performers committing an unnatural act. They are on a stage with no audience. They hear no applause, little immediate feedback, and this leads to paranoia. Was that topic good? Was the joke funny? You’re the audience.

• Give one “note” at a time. Whatever method you use to motivate a salesperson, do the opposite with on-air talent. Talk talent cannot work harder. They are working as hard as they possibly can every moment. You don’t have to motivate them to go on more sales calls. The motivation comes from telling a host what you enjoyed – what you thought was fun or funny. Compliments won’t make them take it easy; it will make them want more compliments – applause. Applause is the motivation.

You may hear several elements on a show that could be improved. Keep the list to yourself. Select the most urgent item that could be improved and share that one and only that one.  Bring up another suggestion next week. Offering more than one “repair” can be devastating. Surround all suggestions with many compliments.  It works.

• Unless a talent posts under your station’s actual social media account, their social media posts are frankly none of your business. Facebook is just not as important – not as your station. Let it go.

• No other entertainer has as hard a job as a radio talk show host.  Talk show hosts have to create multiple hours from scratch. Actors on a sitcom need to learn 22 minutes of script – script they didn’t write; 11 writers did that for them. How much are you paying for writers for your talk shows? Oh! Entertainers in other media have production assistants, interns, writers, coaches, dressers, rehearsals. How much support staff do your hosts have? Oh! Talk show hosts perform a daily miracle for your company. Lunch barter isn’t enough.

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.

Industry News

Joe Thomas Broadcasts from CES2026

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Nationally syndicated morning drive host Joe Thomas (center) is pictured here at last week’s CES2026 trade show in Las Vegas where he broadcast to his “First Thing Today” show to his 50-plus affiliates via Talk Media Network. Thomas says, “It’s an amazing event and if you dig past the robot lawn mowers and giant TV’s you’ll find amazing folks like Commonwealth Fusion Systems’ Dr. Alex Creely (left) and Siemens’ Dr. Thiago Ribeiro (right). Thanks to Holland Cooke who convinced me years ago that it doesn’t matter what your politics are, this impacts everybody! (and you all should read Lawrence Ford‘s new book, The World DOES Need You!)”

Industry News

Talk Host Dr. Daliah Wachs Celebrates Successful Blood Donation Week

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Pictured above is Talk Media Network nationally syndicated talk host Dr. Daliah Wachs giving blood yesterday (9/5) in recognition of 9th annual National Blood Donation Week/Day and the 10th year for Nevada Blood Donation Day. Wachs tells TALKERS that 43 states joined the program this year. She adds, “Today the blood donation center was packed and we are so grateful for all those who came out to donate blood.”

Industry News

Joe Thomas Broadcasts from New Orleans Affiliate

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Talk Media Network nationally syndicated talk radio host and WTON, Staunton, Virginia owner Joe Thomas recently visited New Orleans affiliate station WGSO while in town broadcasting from the State Policy Network annual meeting. He’s pictured above (right) with WGSO operations director BJ Rust (left).

Industry News

Thomas Adds Saturday Show to TMN Offering

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Talk radio host Joe Thomas says his Talk Media Network-syndicated program “First Thing Today” is launching a live Saturday morning edition beginning August 2. Thomas says, “The workplace paradigm has changed. Most Americans work just as much on Saturday as they do Monday-Friday, so they need to be up on the news and need a chance to talk about it just as much then.” He notes that his first affiliate for this Saturday edition is JVC Broadcasting’s WRCN, Riverhead, New York (Long Island). Thomas says, “WRCN is where my career really took off. I learned so much there, met my wife there, had our first child while I was there so it was a thrill to hear that John Caracciolo and JVC were bringing me back to 103.9 FM on Long Island for the first time since 1995!” Stations interested in the show can inquire via: willis@talkmedianetwork.com.

Industry News

SABO SEZ: Star Search – They’re Out There!

By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”

imgConventional industry wisdom: “If our morning star leaves, we’re dead. How could we replace them?”

First, loosen up the criteria. There are actual conversations taking place right now at an AC station between executives afraid to hire a great country jock because she has never “done AC.” Let that nonsense go and pay attention to the qualities of a star.

Consulting work brought regular demands to find star talent. Disruptive. Audience builders. Talent can be found anywhere, everywhere when we put down the notion of an ideal resume.

FAVORITE STORY: I was on the 23rd Street bus a few years ago. It was packed. There was a woman on her cell phone giving advice to a caller about living with a man prior to marriage. She had a big personality, easy to hear. New Yorker after New Yorker listened to this intriguing conversation and then… passenger after passenger started to express their opinions to this passenger, on a New York City bus, at rush hour. By the time she had to get off, half the bus was participating with her in her private conversation.

I wrote her a note on my card and asked her to please get in touch with me.

She did. We had coffee for one hour. It seemed like five minutes. Her life story was intriguing, overwhelming, timeless.

Anna Smith. “Anna on the Bus.” I had her in the production room at Audacy in New York and tough big city radio people gathered around the studio and whispered to me, “She should have her own show.”

Anna tells compelling stories: Her father was an 18-wheeler. He would arrive first with his deliveries. Dispatchers usually sent him to the back of the line because he was Black. After waiting for hours to dock, he was fined for late deliveries.

Anna lost several of her seven children to disease and shootings. No anger. Just “the way of the world.” Stories like that. She’s been on my show many times. She’s a radio star.

“Anna on the Bus.”

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.

Industry News

Joe Thomas and TMN Broadcast from “Freedomfest”

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Pictured above at the weekend’s “Freedomfest” in Palm Springs, California is Joe Thomas (right) host of “First Thing Today” – syndicated nationally by Talk Media Network – and owner of WTON, Staunton, Virginia speaking with “Freedomfest” founder Mark Skousen (left).  Thomas tells TALKERS, “During a weekend where libertarians faced the debate over Israel’s missile strikes against Iran and whether US borders should be open or not, we brought all of it to our listeners from Portland to Daytona each day!”

Industry News

Thomas Broadcasts Live from “Freedomfest”

Talk Media Network nationally syndicated host Joe Thomas is broadcasting his “First Thing Today” programimg all this week from Palm Springs, California at “Freedomfest.” Thomas tells TALKERS that at the event – billed as “The Largest Gathering of Free Minds”—he will cover everything from farming to energy and, of course, free markets. Thomas also operates Thomas Media LLC which owns news/talk WTON, Staunton/Waynesboro/Harrisonburg.

Industry News

Tom Sullivan Announces Semi-Retirement from Daily Radio Show

Nationally syndicated talk radio host Tom Sullivan announces that he is going to semi-retire from the business and his daily talk radio program distributed by Talk Media Network will end on May 30. Sullivanimg says, “I am going to hang up the microphone… not completely… this show will come to a screeching halt on May 30. After that going to dabble in world of podcasting… I feel fine, feel healthy, and want to go out on top. I’ve been doing radio for 45 years… how grateful I am for each and every one of you. It’s time to move down the road and take the microphone from radio to podcast.” Sullivan – a successful financial services advisor – began his radio career in 1980 on KFBK, Sacramento doing daily business news reports. He expanded to hosting a general topic talk show first as a fill-host before getting his own program. He would often fill in for Rush Limbaugh on his syndication show and Sullivan later became one of the original hosts on FOX Business Network.

Industry News

More from TALKERS Generations 2025 at IBSNYC

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Pictured above is Talk Media Network nationally syndicated talk host Dr. Daliah Wachs introducing the “Radio’s Place in a Diverse, Digital World” panel.

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Pictured above is WGDJ, Albany owner and talk host Paul Vandenburgh making a point while speaking on the “Launching and Managing a Career in a Changing Media Industry” panel.

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Pictured above is WICC, Bridgeport talk host Lisa Wexler discussing the talk host’s responsibility to their listeners to be truthful with their audience.

All photos by Olivia Mannarino.

Industry News

Dr. Daliah Wachs Show Adds New Affiliates

The Talk Media Network nationally syndicated program “The Dr. Daliah Wachs Show” is added to the program lineup at KEUN-AM, Eunice, Louisiana; WGNY-AM, Newburgh, New York; and WNRI, Woonsocket, Rhode Island.

Industry News

Wayne Allyn Root Show to Be Simulcast on UntamedNation Platform

Las Vegas-based talk media personality Wayne Allyn Root announces that his Talk Media Network nationally syndicated radio show will be simulcast as a two-hour podcast on UntamedNation.com andimg streamed live on Rumble, and soon on both YouTube and X. Root tells TALKERS, “I’m thrilled to announce I’m now part of ‘Untamed Nation’ two hours a day. This gives my fans a daily choice – they can listen to my talk show on the radio, or they can watch both hours streamed as a podcast. Untamed is quite a unique platform. Untamed cuts through the noise and brings the truth to light. We are bold, empowering, and disruptive. No filters, no fear. Just raw untamed truth. It’s the perfect platform for ‘the loudest MAGA mouth in the world.’”

Industry News

TALKERS News Notes

SiriusXM announces that Megyn Kelly will host a series of one-hour specials that will air on SiriusXM’s Triumph Channel 111. “Get Closer with Megyn Kelly” will run on Fridays throughout August with video available on the SiriusXM app with topics including marriage, aging, parenting, and sex.

The Talk Media Network syndicated Dr. Daliah Wachs show is now airing on KBJA, Salt Lake City in the 8:00 pm to 10:00 pm slot.

Industry News

TALKERS News Notes

FOX News star Brian Kilmeade’s late morning talk radio program is added to the program lineup at Audacy’s news/talk WTIC-AM, Hartford in the 9:00 am to 11:00 am slot. Kilmeade tells TALKERS, “I’m thrilled to be joining the WTIC all-star lineup especially at this critical time in our election cycle. I can’t wait to meet and greet the listeners in person this summer!”

Talk Media Network nationally syndicated personality Wayne Allyn Root was the opening speaker at two Donald Trump events in Las Vegas over the weekend. On Saturday, he spoke at a Trump fundraiser at Ahern Hotel in Las Vegas. Then on Sunday, Root opened for Trump at a public outdoor rally.

Industry Views

Sabo Sez: Do Your Show

By Walter Sabo
CEO, Sabo Media Partners
A.K.A. Walter M Sterling
Host
WPHT, Philadelphia – daily
Talk Media Network – Sundays

imWhen recently starting nightly on WPHT, Philadelphia, I asked program director Greg Stocker if there was anything else management needed from me. Greg said, “Do your show.”

Since that luncheon meeting his words have sifted through my fevered brain and I realized that at this moment in time, his words were profound: Do your show. 

What he did not say:

Meet with sales.

Meet with HR.

Be sure to hit the live reads on time.

Don’t annoy (fill in the blank).

Get all the spots in.

Make sure the studio is clean when you’re done.

David Field listens so be careful.

Meet with sales.

I do my show and nothing else and I’m very happy.  The endless whine coming from our colleagues can be traced to ignoring the prime directive:  Do your show.

 Talk radio is magic, it’s free-form radio. Your music station brethren envy your freedom. They have to call for permission to change the order of pre-programmed songs! You don’t have to do anything which means you can do what you want… which means you can do something great.

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. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at sabowalter@gmail.com. His nightly show “Walter Sterling at Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, now in its 10th year of success.

Industry News

Talk Media Network to Distribute The Transportation Channel

The Transportation Channel signs a multi-year deal with Talk Media Network for the latter to syndicate “The Transportation Channel Minute” beginning July 1. The Transportation Channel founder Matthew Perry says, “The transportation channel is innovating the way the world will consume its transportation news. Despite the headlines, major media outlets in the U.S. do not allocate sufficient time or resources needed to cover key advancements and concerns in the transportation sector adequately.” Perry notes that data shows U.S. households spend an estimated $1.2 trillion on transportation costs, the second largest household expense behind housing. He adds, “But until now, no media outlet has been exclusively dedicated to servicing consumers in this critically important category. I am thrilled with our partnership with Talk Media. Look out, world, here we come.”

Industry News

Wayne Allyn Root Inspires and Co-Writes New Pro-Trump Song

Las Vegas-based TV and radio host Wayne Allyn Root tells TALKERS that his latest project is a song co-written by country music artist Natasha Owens and her songwriting partner Ian Eskelin. Root says, “I am honored to have inspired and co-written this song and video about President Donald J. Trumpim titled, ‘The Chosen One.’ This song was inspired by the media firestorm across the globe in July 2019 when I said on my Newsmax TV show Trump was ‘like the King of the Jews and the Chosen One.’” Root debuted the song on his Real America’s Voice TV show, “The Root Reaction” and on his Talk Media Network nationally syndicated radio show. Root adds, “In light of this unprecedented persecution, indictments and now unjust conviction of President Trump, this is the perfect song and video, at the perfect time, and the perfect place, to lift the spirits of President Trump and the MAGA world, and to show the world President Trump is on a mission from God to make America great again.” Listen to the song here.

Industry News

Talk Media Network Partners with LinkUp Communications for Broadcast Distribution

Talk Media Network announces its partnership with LinkUp Communications for satellite and internet distribution of programming to its more than 1,200 radio station affiliates. Talk Media Network CEO Joshim Leng says, “LinkUp Communications is the new gold standard for service and reliability in the broadcast industry. Their reputation for professionalism and the highest level of service made this the imperfect complement to Talk Media Network’s quality programming. We carefully reviewed our options and listened to our affiliates in choosing to remain on the XDS platform, while choosing the best distribution partner in LinkUp Communications. LinkUp’s client roster, track record, and commitment to the highest quality and customer service standards, made it the leading choice to work with Talk Media Network’s shows and affiliates.” LinkUp CEO Karen Johnson states, “LinkUp Communications is thrilled to assist Josh and his networks by allowing them to remain with the industry leading XDS suite of technologies. We’re happy to utilize our decades of experience to elevate Talk Media Network’s programs. LinkUp has provided technology solutions to enable broadcasters for over 20 years.”

Industry News

TALKERS News Notes

Beginning, May 5, the nationally syndicated “Dr. Daliah Show,” hosted by Daliah Wachs M.D., will be syndicated by Talk Media Network. The program is distributed daily from 9:00 am to 11:00 am ET. Wachs says, “I am forever grateful to Genesis Communications Network and all Ted Anderson and the team at GCN did for my radio career and wish them love and luck on their next chapters. Working with Josh Leng and Talk Media Network will be amazing, and I am thrilled to see what this new partnership brings.”

The “Bar Fights” podcast celebrates its three-year anniversary with 70 episodes and half a million listens. The podcast, led by advocate, survivor, and renowned sexual abuse attorney Sarah Klein, takes on issues surrounding sexual abuse and adversity, through engaging conversations with survivors and influential figures advocating for change. Klein says, “As we celebrate our three-year anniversary, I’m humbled by the impact ‘Bar Fights’ has had and the community we’ve cultivated. Together, we’re not only raising awareness but also advocating for solutions and reforms to combat sexual abuse and protect vulnerable individuals.”

FOX Business Network ended the month of April beating its competition across business day and total day hours, according to Nielsen Media Research. This is the first month FBN has led CNBC with total day viewers since October 2023. For the 26th consecutive month, the network delivered the top two business programs, including “Kudlow,” which outranked CNBC’s “Closing Bell” for the 31st consecutive month and “Varney & Co.,” which soared past “Squawk on the Street”/”Money Movers” for the 26th straight month.

The Nebraska Broadcasters Association has made a $25,000 contribution to the United Way of the Midlands Nebraska & Iowa Tornado Relief Fund. NBA chairperson of the board Shannon Booth, vice president/general manager of the Gray Media Group, Inc., television stations in Lincoln, Hastings and North Platte, says, “Our hearts ache for the families directly in the path of the devastating storms. These funds will stay local and benefit our neighbors and friends in eastern Nebraska and western Iowa as they begin to rebuild their lives. Local broadcasters care deeply about the communities we serve.”

Industry News

“America Tonight” Now Syndicated by Talk Media Network

The long-running nightly news and interview-driven program “America Tonight with Kate Delaney” is now being syndicated by Talk Media Network and the Wegener show feed continues to be delivered 12:00 midnight to 2:00 am ET. Talk Media Network founder and CEO Josh Leng says, “Kate is anim award-winning and barrier-breaking broadcast professional who has built her brand and ‘America Tonight’ show to be trusted and respected. Kate’s been a dependable weeknight talk host for 15 years. Her affiliates know her as a super-serving talent who goes the extra mile for them. Listeners know ‘America Tonight with Kate Delaney’ as an entertaining show to stay ‘in the know.’” Delaney adds, “I look forward to expanding and growing the show with the talented professionals at TMN. I’m passionate about talk radio and its ability to bring people together to inform, entertain and surprise listeners.” Stations interested in the program can reach out to Willis Damalt.

Industry Views

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. NBCABC, 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 ReedScott MuniMurray 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 failGive 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

Industry Views

Sabo Sez: Consolidation Has Been Radio’s Savior

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling On Sunday
Talk Media Network

imHALF of all radio stations in the United States lose money – at least they did back in 1991. The NAB used to put out an annual report revealing how many radio stations were profitable. Usually half the stations in America lost money. Since consolidation, the NAB stopped putting out that report. It is reasonable to believe that far, far fewer stations lose money today.  Shared costs, real estate, technical economies due to digital equipment versus analog all indicate that there must be fewer money-losing properties.

The business of radio is very strong and appealing to investors. Apollo Advisers was the first money-in Sirius. The Apollo fund recently bought Cox radio. Marc Rowan, Apollo’s CEO is the smartest guy in any room. Rowan doesn’t invest in hunches; he buys businesses that grow return on investment.

In 1970, 7% of all ad dollars went to radio. Today, 7% of all ad dollars go to radio.  In 1970, Procter & Gamble spent almost zero dollars in radio. Thanks to consolidation and the vision of Randy Michaels, radio has shifted from a “frequency” ad buy to a “reach”  buy. Reach commands higher rates and more sophisticated advertisers. The RAB’s Erica Farber and Sound Mind’s Kraig Kitchin focused on winning P&G dollars. Today, Procter & Gamble is a top-five radio advertiser.

Are you sick and tired of “experts” saying that radio is slow to digital?  Radio is not slow, radio was first-in. Mark Cuban put thousands of stations on Broadcast.com in the 1990s. Today radio leads the list of most downloaded podcasts. NPR has been the leader in podcasting since Alex Bennett started the industry. Under Bob Pittman and Jarl MohniHeart and NPR dominate downloads.

Why the pessimism and anxiety in the hallways?  It started with the management of consolidation. There are major consulting firms to help employees go through mergers. Consolidating an industry and its workforce is both an art and science. No radio company sought or engaged experienced expertise to manage consolidation. Instead, when a quarter’s revenue was missed, people were fired. Your friends in the next office were suddenly out of work. Layoffs should have happened all at once, based on a strategic plan. There is no plan. Firings are executed on random dates, with no notice; a horrible practice that continues. That’s why you’re miserable. No plan.

Radio stations in Canada, Europe, Australia and the UK are having excellent years. Canadian Music Week conventions, Commercial Broadcasters of Australia and European conferences are bursting with optimism and good news about radio. Why? Consider this possibility: Most radio companies outside the US are owned and managed by executives with a programming background. To do their jobs, programmers must be optimistic about the future. A salesperson’s job requires them to spend their days listening to media buyers’ objections to advertising on radio – negotiators! It sucks.

Consumers like or love radio. The reason SiriusXM Satellite Radio has 34 million listeners PAYING for radio is that listeners want MORE stations. Much, perhaps most, “music discovery” comes from radio listening. 53% of Americans will listen to radio today. In 1970, 53% of Americans listened to radio daily.

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.