SABO SEZ: Music on the Weekends Can Build Cume
By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”
Music on the weekend provides multiple positive strategic weapons for talk stations. From launch, “New Jersey 101.5” (1,000,000+ cumer); WTKS-FM “Real Radio,” Orlando; WABC, New York; WPHT, Philadelphia; and other major market winners air music all weekend or on dayparted shows.
When launching WTKS, NJ101.5 and many others, Sabo Media researched talk stations throughout the country to find any facility that did as well or better on the weekend than during the week. Not one. KGO at the time was dominant in San Francisco, but its weekend audience share was HALF its weekday share. Then we studied music formats looking for genre that did better on the weekends than during the week. Answer: oldies and alternative rock.
Music on the weekend works:
— Music prevents an outlet from suffering the negatives of being a “talk station.”Music blows off the chronic callers and people who need the station for companionship. You know who they are.
— A carefully chosen song list targets a specific cume. People sample radio on weekends. They have fewer utilitarian needs for radio listening and can indulge in entertainment. When they hear a song they like—they lock in the frequency. The station enjoys fresh sampling. WTKS FM plays alternative rock all weekend, the result is a very young overall cume base.
— Music is good for sales. Clubs, concerts, festivals, and comic cons buy music radio. Music on the weekend keeps talk stations on those buys!
— Innovative execs replace infomercials with specialty music shows. They sell those shows to wedding venues, wedding suppliers, party stores, mobile DJs, boat and RV rentals, as well as home improvement retailers.
— Publisher Michael Harrison posits that genre and chronological segregation of songs is not as essential today as it was back in the day. 13-year-olds love the Beatles and Beach Boys. Hits are always absolute necessities but “Never My Love” by the Association, “Light My Fire” by the Doors and the #1 song today, “Ordinary,” are all hits and could be played back-to-back.
In most cities, the second highest audience daypart is midday Saturdays. Stations that recognize that fact by offering quality, local, live entertainment grow their cume.
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.
role that opened up after longtime programmer Robin Bertolucci exited the company in December. iHeartMedia EVP of programming for Los Angeles John Peake says, “Programming KFI, KLAC and KEIB, requires a unique skill set, and Brian checks every box. His exceptional track record in ratings and revenue success, combined with professional play-by-play broadcasts, makes him the ideal leader to manage our partnerships with the world champion Dodgers and the Los Angeles Chargers.” Long comments, “I am extremely grateful for the opportunity to lead these powerful iHeartMedia brands in Los Angeles and to work with some of the best talent in America. I truly could not be more excited to embrace this new challenge.”
The persistent liability of most talk stations is that they attract a high percentage of listeners over the age of 65. Consider that many of those older listeners are attracted to radio shows that are talking for companionship and comfort.
WTN is one of America’s best live and local talk stations in one of our nation’s best cities. You need to be relevant and able to talk about local and national issues, weave through interviews and audio seamlessly and handle segments and hours with or without phone calls. This isn’t a job for a beginner, but a seasoned professional who knows how to entertain and inform! 
student has pivoted between holding positions on key talk stations and performing stints in politics and the public sector. These include being State Director of Field Offices for Governor Brian Kemp. She’s also worked for former U.S. Senator David Perdue in senior staff positions. Back in 2011, she announced her candidacy for Congress in Georgia’s new 9th Congressional District and temporarily left the airwaves to campaign full time. She made it to the runoff in that race, but did not win, although her impressive showing was a victory unto itself. Among her many roles, she has served on the Georgia State Board of Education since 2020. Zoller has been designated the TALKERS 2023 “Woman of the Year” and will be presented the prestigious award at the publication’s national conference on June 2 at Hofstra University on Long Island. 
Talk show talent, program directors, show producers and broadcast business decision-makers represent the core readership of this publication. Sometimes we are so close to something that we fail to see it for what it really is. That is the case of the “talk show host” in American radio. Michael Harrison refers to the often-shameless targeting of audiences as “the daily dance of affirmation.” I view the daily process of radio talk show hosting at its very core, as “the daily dance of freedom.”
