Walter M. Sterling – TALKERS magazine

SABO SEZ: What Happened to Sex?

By TALKERS | March 5, 2026 by TALKERS

By Walter Sabo
A.K.A. Walter M Sterling
WPHT, Philadelphia
Sterling Every Damn Night
Sterling on Sunday Syndicated, TMN

Talk radio has a long incredibly successful run of shows about sex.

SEX SELLS. What happened to shows on radio that talk about sex? In the olden days, numerous shows focused on sex and relationships. Traditionally, time liberates cultural tolerance of conversations about sexual intimacy. Television, films and print have progressed to broaden the variety of subjects welcomed by the audiences.

Our history was lusty:

Dr. Ruth Westheimer launched on WYNY-FM, New York in 1980 on Sunday nights for 15 minutes. She read letters on the air. Quickly the show progressed to one, then two hours taking live phone calls. GM Dan Griffin never blinked. The station was owned by NBC/RCA, which housed the original standards and practices department, a department, not a deeply disliked single corporate attorney. Every week NBC Standards visited my office (I was the EVP in charge of the division not some hack from finance) and Dan Griffin’s office. We invited Standards to share their concerns with Dr. Ruth directly. She was 4’11”, had two bullet wounds in her legs from fighting for the Israeli Army, and two PhDs. That suggestion sent the censors back to their martinis.

After one year, Dr. Ruth, a radio star, was on the cover of PEOPLE and represented by William Morris Talent.

To this day, no one has achieved a higher share of 18–34-year-olds than Dr. Ruth on WYNY. Dr. Ruth was brought to WYNY by Betty Elam and Mitch Lebe. We told Dr. Ruth to say “blow jobs” and “vagina” as often as possible.

Sally Jesse Raphael hosted a show on NBC Talknet for 14 years. Sally’s was a national show about personal relationships and sex. Previously, she had won audience shares on local stations, WMCA, New York and WIOD, Miami. Then she launched 19 years of success on TV talking about relationships and sex!

Dr. Judy Kurianski, Dr. Toni Grant, and Dr. Laura Schlesinger were major, highly paid stars from discussing sex and relationships in highly entertaining shows.

Many top talk stations added relationship shows to their schedule hosted by skilled broadcasters such as on WRKO, Boston’s “Two Chicks Dishing,” Mary Walter on New Jersey 101.5, and Erin Sommers on WTKS, Orlando… “A lot of my friends who don’t like anal sex really enjoy rimming.” Number 1 men 18-34 first book. And, of course, the legendary morning stars such as Bubba the Love Sponge, Steve Dahl, Stevens and Pruitt, and the king, Howard Stern.

Oh, and please no nonsense about advertiser sensitivity to sex talk. Brands are spending billions on “influencers” whose videos run next to images of extreme sex acts and TV shows celebrating drugs, nudity and other good stuff.

Sex talk equals women ratings, younger ratings, engaged listens. This one’s easy.

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. He can be phoned at 646-678-1110.

Industry Views

SABO SEZ: Anarchy Wins in Radio

By Editor | February 20, 2026February 20, 2026 by Editor

By Walter Sabo
A.K.A. Walter M Sterling
WPHT, Philadelphia
Sterling Every Damn Night
Sterling on Sunday Syndicated, TMN

I am pleased to be speaking this weekend at the IBS New York 2026 conference in New York City. Thank you, TALKERS magazine, for being the presenting sponsor of this important, timely annual event along with the Intercollegiate Broadcasting System (IBS).

Attention college students. I will help you get a job in radio because radio wants you and needs you. Call me any time at the number below but read this first:

You got a job and are now going to work at a radio station. You have an idea for a promotion or a promo or a new… anything.

You arrive at the station, and your idea goes on the air. Then get yourself coffee. All before 10:00 am.

No, that would not happen in any other medium. Local TV is the medium that could be spontaneous, filled with local audiences and hosts and entertainment programs but… it’s not! Local TV does local news. The cameras on set don’t move, the format for the newscast is determined by corporate. After the news, the prime-time schedule is determined by corporate. There will be no surprises, no ideas from you at all. “Hey, could you get me a coffee,” says the anchorman to you.

All before 10:00 am.

Movies? Great. You have an idea. You start writing a script. Great idea. Send it to studio after studio. Rejection, rejection.

You get depressed. You start drinking. Rejection. Finally, you get a meeting with a studio. You’ve been in LA six years, finally a meeting. It goes ok. You drink more. Then you find an AA meeting in the Valley. Any Valley, it’s LA. After seven years, you get on-set to see every word you wrote changed by idiots who don’t get you. All before 10:00 am.

Radio gives you the most control of your creativity and your hard work. Idea? Yes, please. Get a job at a radio station and cause trouble. Challenge everything. Demand change. Many, many of the elements you hear on the radio are ideas I brought to life with co-workers. I rarely point that out, but it’s true. Your turn. Here’s the torch.

Industry Views

SABO SEZ: I Was Banned by WBIR-TV

By TALKERS | November 19, 2025 by TALKERS

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

Finally. Not by Facebook, TikTok, Instagram, nope; I was banned from a WBIR anchor’s video live stream.

Background:

Throughout the country, bored local TV anchors and radio hosts set up their phone on their desk and stream their newscasts. During their breaks, they address the Live Stream with actual news, real news, top-of-minders that are far more compelling than the accident at 5th and Piedmont that gets on the air.

Some of the live streams are truly entertaining and would pull 20 shares if aired. While watching the featured TikTok WBIR-TV stream, the anchor at the desk was having her nails done. A co-worker showed off her spectacular, exotic, eccentric nails. Any father of daughters could appreciate her next level of nail art. It was news. In the live stream comments, I typed… show the nails on the air. They are fantastic. Of course, that never happened. Instead, the anchor ran with the story of a Casey’s chain store open for a third shift. “It’s kind of like a store that never sleeps,” center store manager Kimberly Hunley said.

The nails were stunning, but the passion of the anchor and her co-workers was the actual news. The team’s focus on the nails was compelling. Their passion was the news. News belongs on the air.

BANNED! Saturday morning. After my third polite comment urging the WBIR team to show the nails on the air, I was banned from commenting on the stream. A first. Finally, I said something so offensive, so contrary to the news narrative that I was banned.

[EDITOR’S NOTE: What the heck did you say, Walter?]

Get Your New Playlist at Thanksgiving

This holiday the rule at dinner will be, don’t talk about politics. Pay close attention to what is discussed. Make notes. If your station wants younger demos, FM music-type demos, trust that the Thanksgiving conversation is an all-hits conversation. Hosts that aren’t afraid to air the hits get ratings.

Industry Views

SABO SEZ: P1s and Meters are Not Your Friends

By TALKERS | November 11, 2025 by TALKERS

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

One of my first jobs out of college was working in the marketing department of WNBC-AM, New York. Yes, “Imus In The Morning” (Don Imus – not nice), Cousin Brucie (Bruce Morrow – nicest star who ever lived). One of my tasks was to pull ratings numbers from the computer for the sales department. I was fascinated by TIME SPENT LISTENING (TSL) and CUME numbers. I’d rank them, compare, trend them every way imaginable.

The station with the longest TIME SPENT LISTENING (TSL): The Greek language station. The station with the shortest TSL, WABC – a Top 40 rocker. The station with the highest cume, WABC.

Legendary WABC programmer Rick Sklar explained, “We wanted to be everybody’s second favorite station. Everybody’s!” WABC had a 5 million cume. Listeners always came back to WABC. That was the plan.

Regardless of the genre, building a station that everyone comes back to has been the successful tactic of all of my programming work: AC, urban, oldies and yes, talk. New Jersey 101.5, WTKS-FM, Orlando and others were designed to appeal to many listeners over and over rather than just a small group of people who never leave. What’s a more stable, predictable business? One that counts on a single listener for one hour of listening or four listeners for fifteen minutes each?

A deep, profound study of P1s and TSL can only have one result: Declining cume. It is a fatal myth that talk is a “low cume, high TSL format.” It can be, and it will die. Or it can be and has been a high cume, low TSL business that grows, is stable, and predictable. The key is careful rotation of topics, urgency, top-of-mind subjects, no theory, and lots of weather.

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 Views

SABO SEZ: 5 Books That Will Change Your Life

By TALKERS | April 14, 2025 by TALKERS

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

These books have helped me tell stories, prioritize programming initiatives and manage career strategies. If interested in a book the link connects to its page on Amazon.

You’ll Shoot Your Eye Out, By Quentin Schultze. Not what I thought. It’s not about the goofy episodes in the “A Christmas Story” movie. Jean Shepherd, radio star, wrote and narrated the movie. This book deconstructs how Jean told stories. Shepherd was the greatest radio storyteller of all time. He told stories on WOR every single night for 27 years. His one-hour show had no guests, no phone calls, simply his astonishing stories. Author Schultze, a college professor, spent hundreds of hours with Jean discovering how he imagined, enacted and teased his stories. The book is an advanced course for today’s magic makers. https://a.co/d/fHXIBlt

It’s One O’Clock and Here is Mary Margaret McBride, by Susan Ware. We know but a little. The first national star of midday radio was Ms. McBride. She was so popular and powerful that she required seven secretaries to answer her mail. On her show’s 10th anniversary, she packed Madison Square Garden with listener fans and celebrities. Eleanor Roosevelt hosted McBride’s 15th anniversary at Yankee Stadium. Show prep was her life, that’s why her show sounded informal. https://a.co/d/5idc7TC

Dress for Success, By John Molloy. Yes, the book reveals Molloy’s research on success dress, but perhaps more importantly the book helps the reader think like a success. This guide to the C Suite explains how to reach the top of any business. On the air? When preparing for work, consider all the steps we take toward meeting the station’s biggest client and do that every day. On the plane? No sweat pants! If you want to join a club, look like you already belong to it. https://a.co/d/99XI61d

Effective Frequency: The Relationship between Frequency and Advertising Effectiveness, Compiled by the ANA. The DNA of everything. 100 years of studies on how a listener’s memory works. How many spots actually cause burn? How often should the promo run? Do listeners remember the first or last spot best? How to rotate songs? And why did the original phone numbers have seven digits? This deceptively thin, rich book will startle! https://a.co/d/foZUreI

The Autobiography of Alice B. Toklas, by Gertrude Stein. The author was the ambitious patron of the Cubist art movement in Paris. Ernest Hemingway, Pablo Picasso, Henri Matisse, and many others were inspired and sponsored by Stein. Alice was her lover. Stein understood that controversy is a possible result of great artwork. Picasso’s first show in Paris caused outrage within the crowd. Watching the gathering’s reaction from the show’s balcony, “Gertrude Stein smiled.” Remember Stein’s reaction to Picasso’s audience the next time “sales” gives a host a hard time! https://a.co/d/1IuU1pV

My life has been changed by these works. How to dress, prep for an interview, cope with controversy, and rotate promos are skills shaped by these classics. Please let me know how they impact you.

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 Views

SABO SEZ: Trying is the Real Win

By TALKERS | April 7, 2025 by TALKERS

Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

Serious business coaches reveal that a common trait of successful people is their ability to immediately forget their failures and to move on. Next idea. Next project. Surrounded by seas of committees, forms, rules and mediocrity, effective leaders know that just trying something, regardless of the outcome, is the WIN.

Strategic “forgetting” requires a unique worldview. An introvert’s worldview. To forget a failure means not caring what colleagues think of new ideas. Innovators do not consider if they are embraced, they care that their idea launched.

Television legend and programmer Fred Silverman recreated broadcast television. He was so successful he was recruited to helm CBS, ABC and NBC. After corporate leadership he was an independent producer commandeering four hours of prime time a week, earning… a lot.

All that mattered to him was getting it on the air. Like all programmers not everything he produced worked. One hit show is a miracle, he created dozens.

To Fred, he was proud of all his shows. He never bragged about the hits because to him, a hit was anything that got on the air. New was a hit.

Fred’s innovations can be seen on TV now. Before Fred, a TV show promo consisted of a slide and a VO. Starting at ABC, Silverman was the first to pull video from a show, edit it into a 30 second hook clip turning it into a fast-paced promo for the show. Each promo aired once. A staff of 150 people was hired to create a brand-new promo every time. Fred would often sit in the edit bays, producing fresh promos. He hated repeated promos. Finance hated him; engineering hated him; scheduling hated him. Nielsen did not hate him.

I sat many an all-nighter in edit bays as Fred’s production partner until what was on the screen matched what was in his head.

The radio greats have similar patterns of behavior: Tom Bigby, Greg Stockard, Ruth Meyer, Howard Stern, Greg Moceri, Rick Sklar, Skip Eskin, all the legends were/are focused and driven. There is no downtime. When one insists that their precise vision be implemented, they won’t have many friends, but they will have stunning results.

Industry Views

How to Get a Media Job Right Out of College

By TALKERS | March 24, 2025March 24, 2025 by TALKERS

Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

Thank you, TALKERS for placing me on two panels at the IBSNYC conference. All student conferences have one underlying goal: Attendees want to know how to land a starter job in media. Here’s the information I shared with the eager crowd.

1. Decide where you want to live. Until you have a strong, positive reputation in the industry, no company will sponsor a move. It’s not just the cost of moving, it’s the emotional responsibility. If the job doesn’t work out, the company has lost money plus it will have the added burden of taking the recruit from their homeland.

Hiring a local eliminates the risk of an on-air talent not “getting” the city. If, for example, a DJ in New York announces that the store is on “YOUS TON” street rather than HOUSE-TON street, there is all sorts of trouble. In-town candidates have established relationships that will benefit the sales, news and programming departments.

2. Don’t write a resume, you don’t have one. You have a college degree, stories, and opinions. Fresh, new opinions. A good employer will respect a graduate’s perspective on their on-air product or marketing plans. Study the station where you want to work. Listen to elements you hear that are great and those that you could improve. Write it down. Prepare a good-looking WHITE PAPER about what you think works and what could be better. You don’t have to be “right” you just have to demonstrate an understanding of the station and your willingness to do work. No one else is going to write a paper and present defensible ideas. You will win.

3. Flatter. Select the exact company you want to work for and learn every single thing you can about it. It is astonishing how many times I’ve interviewed a prospect and found out that they knew nothing about the company or the station. They just want a job. Needing a job is not a career path. The people whom you will meet have giant egos. Know what that person has accomplished for their company, express your admiration for it, express your deep desire to be a part of it. Signal that you have no desire to work for any other company in town.

Have your goals lined up in your head and be flexible. Your mission is to get in the door. An employee ID is the win. BUT when asked what you would like to do in your career have a thoughtful response. Aimless=mindless.

4. Avoid answering job postings. Companies are often legally obligated to post jobs and 95% of those jobs are already taken. Instead, search deep into your personal and student network to find any associate or friend who may have a pipeline to the higher-ups in your target company. HR is a bad place to start. Let the CEO of the company send you to HR after they have been impressed by their conversation with you! A courtesy call to HR following the blessings of the CEO – that’s the best strategy.

5. Once you get the job, do anything, learn everything. Tips: Show up 15 minutes before your day starts, don’t leave until you ask your manager if they need you to do anything else. At first, you will be asked to wash the morning show’s dishes! Log recordings! Take in feeds! Respond to listener calls and emails! You will look for ways to showcase your skills and be given a chance to excel. Take your vacation, call in when really sick, but DO NOT take a “personal day.” Yes, that’s how it really works. Welcome to show business.

Industry Views

Sabo Sez: The Actual Future of Radio

By TALKERS | March 13, 2025 by TALKERS

By Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night,”
WPHT, Philadelphia
Host, Sterling On Sunday, TM

Thank you, TALKERS for having me on panels at the TALKERS Generations 2025 IBSNYC conference this past Saturday (3/8). Moderator and Philadelphia talk show god Dom Giordano asked us the inevitable: “What is the future of radio?”

You’ve likely had the experience of saying something funny or profound and been surprised. “Where did that come from!??”

What’s the future of radio? I replied, “The next sentence out of your mouth. Radio will have a future if the next thing you say compels a listener to hear your next sentence.”

Where did that come from? The future is up to us. For over 100 years radio has engaged our listener to want to hear the next sentence. No wires, cable, laptop, computer. Distribution? No problem. Subscriptions? No. Technical challenges? No. Radio just works.

Your listener will want radio to just-work as long as the next sentence is our best. Ever.

Industry Views

Sabo Sez: Promoting Doom

By TALKERS | March 3, 2025March 3, 2025 by TALKERS

By Walter Sabo
a.k.a. Walter M Sterling
Host, Sterling Every Damn Night
WPHT, Philadelphia
Sterling On Sunday, Syndicated, TMN

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.

Cable TV was flourishing, and CNN had just launched. I was at least 15 years younger than everyone in that meeting and had a different perspective on cable. Therefore, I was shocked by this exchange:

The CEO asked the president of NBC News what he thought of CNN. The President of NEWS said these exact words:

“It might do well for breaking news but otherwise it will not take the place of our news.”

Next on the staff meeting agenda was a discussion of HBO. Should NBC run spots for HBO? Again, the group did not think HBO would be much of a factor on the entertainment menu. They agreed to run the spots promoting HBO. Yes, I objected but lost.

In its first three decades, CNN was a serious factor for news, ratings, and revenue. CNN brilliantly made partnership deals with local TV stations to exchange stories and carriage. Independent TV stations could tap CNN feeds for breaking news coverage. Those deals, requiring no cable, established CNN at viewer level in every city.

HBO last year won more Emmys than NBC, CBS, ABC and FOX combined. In fact only one Emmy went to a traditional network last year: “Abbott Elementary,” ABC.

Radio’s inherent advantage over all other mass media is its distribution system. Elegant and free, it just works! A decision was made about 10 years ago by many radio companies to use radio’s power, clout, and credibility to promote podcasts. Podcasts… hard to find, hard to hear, and requiring expensive equipment that suffers from buffering now. The hidden reason for the podcast push is that Wall Street doesn’t love legacy media. They like new things even if the new thing is deeply flawed. When needing money or liquidation, legacy media companies proudly point to their listening STREAMS.

Commercial broadcasters have proven to be not so great at podcasting. Of course not. It’s a different medium: On-demand audio that can be paused and reviewed. Radio DJs and talk hosts were never trained or attracted to audio creation that is blind to time of day and repeated. It’s different. Why promote it? It’s like NBC promoting HBO.

The good news? Wall Street is realizing the proven appeal of legacy media: The George Soros Funds invested in Audacy. Apollo Advisors, the first-in money for Sirius, now owns Cox Broadcasting. Time to stop throwing our time spent listening and creative energy at podcasts that price their audience lower than legacy media. Bad business.

The wise way to benefit from the podcast revenue opportunity is to buy what works. Acquire existing, successful podcasts and aggregators.

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

Outstanding Speakers Joining “GENERATIONS 2025” Agenda

By TALKERS | January 30, 2025January 30, 2025 by TALKERS

The lineup of industry speakers set to speak at the forthcoming GENERATIONS 2025 conference being presented by TALKERS at the forthcoming Intercollegiate Broadcasting System (IBS) convention – IBSNYC 2025 – continues to grow.

A stellar line-up of speakers have already signed up to speak at this groundbreaking industry event including (in alphabetical order): Vince Benedetto, CEO, Bold Gold Media Group; Chris Berry, VP News/Talk/Sports, iHeartMedia; Scot Bertram, General Manager, WRFH, Hillsdale College, Hillsdale, MI / Lecturer In Journalism; Mike Gallagher, talk show host, Salem Radio Network; Dom Giordano, talk show host, WPHT, Philadelphia; Lee Harris, Director of Integrated Operations, NewsNation / WGN, Chicago; Michael Harrison, Publisher, TALKERS; Matthew B. Harrison, Esq., VP/Associate Publisher, TALKERS; Harrison Legal Group, Senior Partner; Harry Hurley, morning talk show host, WPG, Atlantic City; Jeff Katz, talk show host, WRVA, Richmond, VA; Chad Lopez, President, WABC, New York, Red Apple Media Group; John T. Mullen, general manager, WRHU-FM/WRHU.org, Hofstra University, Hempstead, NY; Walter Sabo (a.k.a. Walter M Sterling), consultant / talk show host / WPHT, Philadelphia / Talk Media Network; Rich Valdés, talk show host, Westwood One; with several more to be announced in the next few days. See agenda and accompanying stories below.

Sheraton Times Square New York Hotel
New York East Room
Saturday March 8, 2025
12:30 pm – 4:30 pm

AGENDA

12:30 – 1:00 pm Keynote Address “Welcome to the Brave New World”

Speakers:
Michael Harrison, Publisher, TALKERS
Matthew B. Harrison, Esq., VP/Associate Publisher, TALKERS; Harrison Legal Group, Senior Partner

1:10 – 1:40 pm Fireside Chat “Setting the Stage”

Facilitator: Michael Harrison, Publisher, TALKERS
Special Guest: Chad Lopez, President, WABC, New York, Red Apple Media Group

1:50 – 2:20 pm Discussion: “Launching and Managing a Career in a Changing Media Industry”

Moderator: Dom Giordano, talk show host, WPHT, Philadelphia
Speaker: John T. Mullen, general manager, WRHU-FM/WRHU.org, Hofstra University, Hempstead, NY
Speaker: TBA
Speaker: TBA

2:30 – 3:00 pm Discussion: “Old School/New School/Next School – Learning from Each Other”

Moderator: Harry Hurley, morning talk show host, WPG, Atlantic City
Speaker: Vince Benedetto, CEO, Bold Gold Media Group
Speaker: Scot Bertram, General Manager, WRFH, Hillsdale College, Hillsdale, MI / Lecturer In Journalism
Speaker: Walter Sabo (a.k.a. Walter M Sterling), consultant / talk show host / WPHT, Philadelphia / Talk Media Network

3:10 – 3:40 pm Discussion: “Radio’s Place in a Diverse, Digital World”

Moderator: TBA
Speaker: Mike Gallagher, talk show host, Salem Radio Network
Speaker: Rich Valdés, talk show host, Westwood One
Speaker: TBA

3:50 – 4:20 pm Discussion: “Finding Truth in an Age of Misinformation”

Moderator: Lee Harris, Director of Integrated Operations, NewsNation / WGN, Chicago
Speaker: Chris Berry, VP News/Talk/Sports, iHeartMedia
Speaker: Jeff Katz, talk show host, WRVA, Richmond, VA
Speaker: TBA

4:20 – 4:30 pm Wrap Up: Group Chat

Industry Views

SABO SEZ: Depend on disaster?

By TALKERS | October 11, 2024 by TALKERS

By Walter Sabo
A.K.A. Walter Sterling, Host
Sterling Every Damn Night, WPHT, Philadelphia
Sterling On Sunday, TMN

Paired association learning is the primary strategy our brain uses to remember facts: Oh, What a Feeling, Toyota. For several years, our business has worked hard to “save” the AM band by demonstrating how useful radio is in times of Emergency: Floods, fires, hurricanes, tornadoes. Think AM and think local disaster!

A listener wants a good show and a pleasant seat. The better the show, the less important the seat – think Eras tour.

In your city, there are ancient movie palaces that were abandoned in the 1960s and brought back to life within the past decade. Some of those palaces are independent movie theaters, children’s theaters or bookstores. They have been refurbished and repurposed. No one had the heart to tear them down, instead their history inspired fresh thinking and paint.

Many AM stations could become vital. First, fix the seating; fix the signal. Why should Congress bless a permanent place on the dial for AM if a company doesn’t invest in the infrastructure of transmission? While demanding mandatory inclusion of the AM band in cars, the same owners are cutting back on their AM facilities. Here’s a shocker: As late as the 1970s some companies chose to sell off their premium FM signals rather than experiment and fund them. We are talking big companies like Group W and RKO. Today, many companies are downsizing their AM signals with requests for lower power, simpler directional patterns, and selling of their tower real estate. Yes, Congress, protect our band!

Today, AM processing has advanced to the point where properly installed, an AM signal can sound as good or better than an FM. Ask Audacy’s Dave Skalish in Philadelphia. First, repair and upgrade the theater. Next, put a great show on the stage. The “savior” of the AM band is superior programming

Of course it can be done, but it can’t be done in pieces. The reason why WABC has grown from the scrap heap of crap from a negligent owner to a top 10 success in the world’s toughest city is by following programming rule number one consistency. John Catsimatidis and GM Chad Lopez deliver consistency: A consistent point of view. Consistent investment in top talent on and off the air. Consistent community visibility. Consistent pride In the product. The owner and management love radio and love the show. The show. Make a great show and they always come.

Consultant Walter Sabo A.K.A. Walter M Sterling has a nightly show “Sterling Every Damn Night” heard on WPHT, Philadelphia 9:00 pm – 12:00 midnight. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs Sundays 10:00 pm – 1:00 am ET, and is now in its 10th year of success. He can be reached by email at waltermsterling@gmail.com or Sabowalter@gmail.com.

Industry Views

STERLING STATES: Get Rush Right!

By TALKERS | September 13, 2024September 13, 2024 by TALKERS

By Walter M Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
“Sterling on Sunday”
Talk Media Network

BLIND QUOTE TEST: Who said, “We don’t have to worry about oil spills, the ocean is a big place. What do we care about dolphins? I don’t see dolphins building super-highways at the bottom of the ocean.” That’s Rush Limbaugh at one of his more compelling moments.

Mr. Limbaugh and I shared a mentor: Ed McLaughlin. When Rush launched, he did an interview with this publication where he stated that his mission was to INFORM-INFORM-INFORM. I was with Ed Mclaughlin when the article was published and Ed became distracted and slightly annoyed,

“I’m going to have to talk to Rush when he gets off the air. That’s not his mission. His mission is to ENTERTAIN-ENTERTAIN-ENTERTAIN,” said Mr. McLaughlin. Rush followed the guidance from McLaughlin, who was the founding GM of KGO San Francisco and president of the ABC Radio Networks.

The reason Rush was a success was not that he attacked Democrats, it was because he was entertaining. Tragically, it appears that most of his copycats only steal Rush’s stage rather than his performance.

Rush’s show was heavily prepped to generate an entertaining package. Yes, he’d attack Democrats – and he initially attacked Donald Trump. But the show was everything else, and everything else won the ratings.

EVERYTHING ELSE:

• Every single day Rush brought BRAND NEW proof for his argument on any subject. He delivered revealing stories, anecdotes, jokes, observations. All shows were fresh and UNPREDICTABLE. While his conclusions on a given topic may have repeated day after day, his evidence was always new and often surprising.

• He liked cats. He talked a lot about his cats.

• Radio wrestling. If a caller presented hard, cold facts that refuted one of Rush’s arguments, facts that busted Rush, Rush would say, “So what of it sir? I’m right.” He never, ever changed his opinion and that is a show.

• He liked football, he talked a lot about football.

• TV shows, Florida, hating New York City, his weight and dumb fails of the characters of our country were often the majority content of a three-hour show.

• A lactating mom caller pleased him when she said it was her responsibility to find a place to express her milk during the workday – not her employer’s. At first Rush didn’t understand, then he realized, with her help that a nursing mom either shares her milk with the baby or she must “save” it. Bonus track, she was a Native American who adored Rush. But you didn’t expect any of that!

He was very savvy about who he became. He rarely did TV interviews because his audience was bigger than any cable channel he might bless. Why should he promote those channels?

Rush had been a top 40 jock. A Top 40 background matched KGO general manager Mickey Luckoff’s criteria for hiring hosts: “The main hosts must have top 40 experience because I can teach them ‘talk,’ but I can’t teach them how to do RADIO.” Howard Stern said on air, “My job is to get to the next thing.” Top 40 is all about the next thing.

His arguments against the Democrats were a stage for presenting daily surprises. If you want Rush’s ratings, SURPRISE!

Walter M Sterling’s nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia 9:00 pm – 12:00 midnight. 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 waltermsterling@gmail.com.

Industry Views

Sabo Sez: Do Your Show

By TALKERS | June 7, 2024June 17, 2024 by TALKERS

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

When 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.

Front Page News Industry News

Tuesday, May 24, 2022

By Editor | May 24, 2022 by Editor

Greta Van Susteren Joins Newsmax for Nightly Show. Talk media personality and news anchor Greta Van Susteren is joining Newsmax as host of her own daily signature show, “The Record with Greta Van Susteren.” The program will be based in Washington, D.C. and will premiere on Tuesday, June 14. Newsmax says it will “lead the network’s evening lineup with a solid hour of factual, fair, and independent perspective on the news.” Van Susteren comments, “With all that is going on in the world, I am getting back to my roots — a daily live news show with real reporting from the places where things are happening. I have been friends with [Newsmax CEO] Chris Ruddy for years, and he is giving me this great opportunity to return, giving me the complete freedom to cover the news that really matters to people. I have been impressed by Newsmax’s team and their success and would love to be part of a news network that is really growing.” Van Susteren’s career includes high-profile positions at CNN, FOX News, and MSNBC, as well as her recent work with the Gray television network and as a contributor to Voice of America. Ruddy states, “No one in journalism better exemplifies Newsmax’s mission to provide fact-based news and fact-based opinion than Greta Van Susteren. We are so pleased and honored to have Greta lead our nightly news lineup of programs.”

WBAL-AM, Baltimore Pairs Torrey Snow and Dan Joseph for Afternoon Drive. Charm City radio personalities Torrey Snow (left) and Dan Joseph (right) have been working together at Hearst Television’s news/talk WBAL-AM in a limited fashion but now are officially the afternoon drive team. Effective yesterday (5/23), “Torrey and Dan” is the permanent 2:00 pm to 6:00 pm show. Torrey helmed “The Torrey Snow Program” on WBAL since August of 2020. Joseph had hosted his own program on the station before being partnered with Snow. WBAL president and general manager Dan Joerres says, “‘The Torrey and Dan Show’ is a terrific opportunity for two top-notch hosts to join forces and offer our listeners a dynamic show that touches on a wide range of topics every day. Our responsibility is to our listeners and this show further amplifies that commitment as the leading news/talk station in Baltimore and beyond.”

KMOX, St. Louis Announces New Midday Show. St. Louis news/talk KMOX announces that with the retirement of longtime talk host Charlie Brennan, it will debut its new midday program on May 31. Audacy announces that it is expanding the “Total Information AM” program to 10:00 am, “bolstered by co-anchors Carol Daniel, who returns to the newsroom and Megan Lynch, investigative reporter. Together with Debbie Monterrey and Tom Ackerman, they will deliver the news, traffic and weather listeners depend on, including analysis, in-depth interviews and open conversation.” The new midday program will consist of Amy Marxkors, Kevin Wheeler and Chris Rongey, and air weekdays from 10:00 am to 2:00 pm. Wheeler transitions from host of “Sports Open Line” and Cardinals baseball pregame and postgame host, while Rongey expands his part-time role. The station will immediately begin a search for a new host of “Sports Open Line” and Cardinals pregame and postgame programming. As a result of the changes, midday personality Ryan Wrecker exits the station. He says via Twitter, “Yesterday was my last day at KMOX. I would like to think we created some great moments in the last five years in St. Louis. At this point, I have no idea what will happen next, but I trust it’s set up to move in the right direction. Again, thank you all.” Audacy St. Louis SVP and market manager Becky Domyan states, “This series of updates underscores our overarching commitment to delivering news and balanced talk shows to the people of St. Louis, while accentuating the strength of our top-level hosts. From our award-winning morning show to our unrivaled coverage of the Cardinals, we want to elevate the conversation.”

KFI, Los Angeles Takes Eight Honors at 72^nd Golden Mike Awards. Los Angeles news/talk KFI-AM took home eight awards at this past Saturday’s 72nd Annual Golden Mike Awards at Universal City. The press release says the Golden Mike Awards is Southern California’s most prestigious, and most coveted, broadcast journalism prize and one of America’s longest running broadcast news award programs. Robin Bertolucci, program director for the iHeartMedia station, says, “The content being produced by the KFI news department is exceptional and I am so proud of the KFI news team and the talented people who have produced these award-winning broadcasts and podcasts. And it’s exciting to note that KFI won twice as many awards as any other station in our division.” KFI won the following: Best Radio Documentary: “The Death and Life of Kobe Bryant,” produced by Steve Gregory, Jacob Gonzalez with associate producer Eric Sklar; Best Public Affairs Program: “After the Verdict, A Path Forward,” produced by Steve Gregory, Jacob Gonzalez with associate producers Kayla Austin and Clay Roe; Best Digital News Reporting: “Unhoused, A look at Homelessness in LA and OC,” produced by Steve Gregory, Jacob Gonzalez with associate producers Mark Mennie and Lt. Geoff Deedrick; Best Podcast – News: “9/11, Two Decades Later,” produced by Steve Gregory, Jacob Gonzalez, with associate producers Nico Melendez and Sheron Bellio; Best Podcast – Feature: “The Death and Life of Kobe Bryant,” produced by Steve Gregory and Jacob Gonzalez; Best Serious Feature Reporting: “Illegal Street Racing in the SFV,” produced by Steve Gregory; Best Government and Political Reporting: “2020 Voter Fraud Fear,” produced by Corbin Carson; and Best Newscast Under 15 Minutes: “KFI News with Michael Crozier,” produced by Michael Crozier.

WTAM, Cleveland and Bloomdaddy Raise $460k for Mike Trivisonno Fund. Yesterday’s radiothon on iHeartMedia Cleveland’s news/talk WTAM launched the “The Mike Trivisonno Fund” to benefit Coats for Kids and the special, seven-hour broadcast brought in $460,000 to the fledgling charity bearing the name of the station’s late PM drive personality. Current afternoon personality Bloomdaddy announced the $400,000 commitment to the charity from The Figgie Foundation. The broadcast included a visit from Ohio Governor Mike DeWine. Bloomdaddy says, “Triv always said it’s not the kids’ fault and I could not agree more. There is one thing I’m also passionate about and that is doing anything I can to help kids both on and off the air. I’m honored to carry the Coats for Kids torch and make sure Triv’s legacy lives on.” Pictured above are (from l-r): “Bloomdaddy Show” executive producer Carmen Angelo, iHeartMedia Cleveland Area metro president Keith Hotchkiss, DeWine, and Bloomdaddy. Photo by Mike Picha/iHeartMedia

SportsMap Launches New Daily Show with Jeff Michael. A new, daily program is launching on June 6 on SportsMap Radio called “The Rundown with Jeff Michael.” The 11:00 am to 1:00 pm show “will be an energetic and fast-paced program featuring the biggest guests and hottest takes in sports talk radio.” Jeff Michael has been a part-time host on the network since 2020 and has created numerous successful podcasts. He says, “Sports talk radio always meant the world to me. Having an opportunity to reach such a large national audience is something I do not take lightly. While I’m so grateful for the opportunity, my focus will always be on creating captivating and informative content.”

TALKERS News Notes. This Thursday (5/26) at 7:00 pm, Townsquare Media’s WKXW-FM, Trenton “New Jersey 101.5” presents the latest in a series of Town Hall broadcasts. “The Summer of ’22 – Back to the Beach” kicks off summer in the Garden State and the station’s Eric Scott will lead a panel of tourism officials, local mayors, law enforcement and travel experts. Tourism came roaring back after pandemic restrictions were lifted in 2021, but the surge in visitors has also caused disruptions and chaos in many shore towns, as was seen in Long Branch over the weekend when thousands of partygoers showed up at Pier Village for a pop-up party, leading to a curfew and over a dozen arrests. This year, there is also concern about the impact legal marijuana sales will have on tourism and law enforcement. Scott says, “From wild pop-up parties, groups of rowdy teens taking over the boardwalks and changes in policing laws, towns are trying to avoid a repeat, and provide the best possible experience for vacationing families.”…..The RTDNA is announcing the winners of Regional Edward R. Murrow Awards and iHeartMedia Boston’s all-news WBZ-AM wins three awards in the categories of Breaking News Coverage, Best Newscast, and Continuing Coverage. iHeartMedia Boston VP of news, talk & sports Rob Sanchez says, “These awards speak to the professionalism and bravery of our news team, who strive to deliver vital news coverage to those who rely on WBZ NewsRadio each day.”…..D’Annette Roy joins C-SPAN as the network’s new director of legal affairs and business risk management. She will provide legal advice, risk mitigation strategies, and project management acumen while also serving as a value-added partner aligned in achieving C-SPAN’s strategic goals. Roy joins C-SPAN from Black News Channel, where she was the manager of standards and practices.

Biden Asia Tour, Russia-Ukraine War, Midterms/Trump & the GOP, Inflation-Recession Fears, Title 42, COVID-19/Monkeypox, and Kellyanne Conway Book Among Top News/Talk Stories Yesterday (5/23). President Joe Biden’s tour of Asia in which he met with prime ministers from India, Australia and Japan; the ongoing Russian invasion of Ukraine and its effects on the global economy; the primary elections for the November midterms and Donald Trump’s influence over the GOP; the high price of gas & food and fears of a recession; the Biden administrations challenge to Title 42 that prevents migrants from entering the U.S.; the rising rate of COVID-19 cases in parts of the U.S. and the spike in monkeypox cases around the world; and former Trump counselor Kellyanne Conway’s new memoir were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.