SABO SEZ: 5 Books That Will Change Your Life
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
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. 
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.
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?”
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.
Jim Gearhart is a remarkable on-air talent who was the AM drive host on New Jerey 101.5 for 20-plus years. In the 1960’s he was a star on WCBS-AM and WNEW. The illustration is an ad for his 2:00 pm to 4:00 pm show on WNBC circa 1968.
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!
As an industry, radio has a peculiar modesty. We diminish our magic and power in relating to listeners and colleagues by using the wrong slang terminology. May I suggest new “labelling” of commonly used radio terms?
IBS National Conference Set for 2025. The Intercollegiate Broadcasting System (IBS) has announced its annual conference will be coming back to New York City next year. Set for March 7-8, 2025, the nation’s longest running, largest and most important gathering of college radio broadcasters will be held again at the Sheraton Times Square in the heart of Manhattan. Organizers have plans in the works for activities like additional sessions and tours during the day on Thursday, March 6 as well. Early registrants can save big bucks. $109 per person for up to 10 attendees, then the rest of your staff goes for free! This offer ends October 15, (and then prices and group deals go up). TALKERS publisher Michael Harrison, who was a featured speaker at last year’s conference says, “One of the most dynamic scenes in radio today connecting the present with the future is playing out on college campuses across the nation. Professional broadcasters interested in the future of this medium and industry should attend this event. I always come away from it invigorated and inspired.” For more info on IBSNYC 2025, please 
Sterling Shines in Philly. In the first two months since the debut of “Sterling Every Damn Night” on WPHT, Philadelphia, the quirky 9:00 pm – 12:00 midnight talk show hosted by Walter M Sterling (a.k.a. legendary media consultant Walter Sabo) has been gathering jaw dropping metrics. The show has delivered five times the total share of audience 12+ since the same time last year and has proven to be formidably competitive in every key news/talk radio demo. What makes it so interesting on an industry level is its departure from the standard left-right partisan politics that dominates the news/talk format. It covers what is described as “nightly life” – such as the trouble with customer service, in-laws, schools, and romance. What one talks about with their best friends is what the show discusses. Features on the show include listener calls, plus “People of Walmart,” “True Detective Stories,” and new perspectives on current events: Sterling had the first interview with a citizen of Ukraine while bombs were going off, and a Tel Aviv bus driver sharing thoughts on America’s alleged lack of support for Israel. The show is designed for guards up all night in the building lobby, people getting done with second shift, going on third shift, cramming for finals or trying to get the baby to sleep. This is a show that deserves radio industry attention.
Wall Street investors do not put up money for traditional radio and television stations.
Humility means to be teachable. It’s the most important trait of great leaders and managers. For years I looked forward to focus groups to reveal the top-of-mind awareness of media among listeners. These groups always reminded us of a listener’s life priorities which never included radio listening! They taught us the correct secular language to use in promos and slogans, and what they remembered versus what we wanted them to remember.
Dr. Ruth Westheimer holds the audience share record for 18-34s in New York.
Leonard H. Goldenson was the founder/chairman of ABC, Inc. Before Disney, before Capital Cities, ABC was… ABC and it was run by Mr. Goldenson. He launched the ABC Radio Networks, ABC Television Network, and the original ABC radio and television stations.
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.”
This week, I started a five-night show on Audacy’s WPHT, Philadelphia. Thank you, market president David Yadgaroff. Because of my tenure in the industry, I received a flattering, humbling number of emails from colleagues in radio. THANK YOU. The support and encouragement are appreciated and certainly needed!
When a new restaurant opens, smart owners put the phone on busy so would-be diners believe the joint is hot, packed and hard to get in to. At street fairs we are drawn to merchant booths with long lines. Crowds give us confidence.
“Walter has demonstrated the importance of the late-night talk radio with his Sunday night nationally syndicated program and has welcomed his listeners, who he refers to as ‘friends on the radio,’ to unpack their day-to-day lives. He’s made strides at ‘Talk Radio 1210 WPHT’ for a decade, and we’re ecstatic to finally bring his entertaining brand to the Delaware Valley five nights a week.” Sterling, who as Walter Sabo operates the Sabo Media Partners consultancy, comments, “Late-night radio is golden media time for a live program. It’s a one-on-one stage for lighter conversations, serving as morning drive for late-shift doctors, nurses, bus drivers, hotel managers, security staff and more. Thank you, David Yadgaroff, Greg Stocker, Jeff Sottolano and the incredible programming and engineering teams at Audacy. Over the years, I’ve made strong connections with Talk Radio 1210 WPHT listeners and look forward to building them as I join weeknights!”
To be an expert in marketing requires expertise in how memory works. Early in my consultant practice, I studied and read every book I could find on the processes of memory. The best book is Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness. Put simply, how many times does a consumer have to hear a message before it has impact? The book, a collection of studies, is the foundation for every qualitative study in the field today.
Growing a brand is a memory game. Which message will a target consumer value, remember it and take it to the cash register? The answer is not complicated but it is complex.
about all the science any of us have been tutored in on the subject of effective frequency.
It seems every hour Nielsen and Pierre Bouvard of Cumulus fame (formerly of Westwood One) put out a release stating that radio is just fine, thank you. Radio is more persuasive than TV, direct mail, streaming and print. Radio is a proven success for over 100 years. Most of the buildings housing Procter & Gamble were built on radio – not TV – advertising success. Happily, P&G realized radio’s clout and is now a dominant radio advertiser – again!
1. Financial solvency laws. Consolidation is not the problem; it actually saved the radio industry. The problem is the 1986 rule change that dropped financial solvency requirements for station ownership. Prior to 1986, stations could not be purchased with debt. A potential owner had to prove that they could meet the expenses of a station through the duration of its license. Once the financial efficacy rule was dropped and stations could be purchased with debt, the industry was financially decimated. Prediction: Financial solvency laws will be re-instated.
Original ideas are golden and rare. Here are five ideas worth stealing because of their novelty, success and oh-wow factor!