Don’t Leave Cash on the Nightstand
By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling On Sunday
Talk Media Network
Amazing fact: In ancient times, from 1962-1972, the highest-paid on-air talent in New York City was “an overnight guy.” He was paid salary plus sales response. I’m talking about Long John Nebel on WOR, WNBC, then WMCA. Long John’s live reads moved product because his audience was captive. One-to-one his listeners were attached to their radios in the truck cab, night watchman’s building lobby, parents pacing with their babies, students cramming. His background was not in radio; he was a skilled auctioneer. Obviously, the same listeners exist today – and are anxious for someone to talk to them. Check out this old clip of Nebel in action: https://youtu.be/wYMCkpYFtbk
One of today’s bizarre misconceptions is that overnights/late nights are not important for sales or audience share. Totally and completely wrong!
— As an executive, when launching a new format, any new format, the first time period I staffed was overnights. Late-night, overnight is the doorway to a station. Listening patterns to AM drive are habitual, hard to change. Late night listening is discretionary. Audiences will sample new radio offerings when they seek pure entertainment rather than essential utility elements.
— Late-night cume feeds morning drive. Study the flow of audience from late-night to morning drive, you will be surprised how much of the AM drive cume depends on the last station heard before turning off the radio.
— No distractions. It is easier to sell any product or idea to a person who is giving you 100% of their attention rather than rushing to work, calming the kids and remembering to avoid road construction. As George Noory’s success confirms, the percent of listeners who act on a commercial message is higher overnights than at any other time period.
— Every format has a default hour – one hour of the day when it will have its largest audience share. For all-news, for example, it’s always 5:00 am – 6:00 am. Lite FM’s, 1:00 pm. Live, local talk: 11:00 pm. Listeners seek companionship, sympathy and empathy from talk shows. If a station offers a “best of” at 11:00 pm, it is ignoring the built-in strategic advantage of the talk format. 11:00 pm is primetime.
— Rate integrity. A station may charge top dollar for morning drive. Upon further study those high rates usually come with nighttime bonus spots. Bonus spots cut the rate in half. The nighttime results story can stand on its own and command premium pricing without bonusing.
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.
WABC-AM & WLIR-FM “77 Talk Radio” began at 6:00 this morning (Wednesday, 10/12). The 65-year-old McGuirk passed away last Wednesday (10/5) from prostate cancer. For the past four and a half years, he and Sid Rosenberg co-hosted “Bernie & Sid in the Morning.” According to Red Apple Media owner John Catsimatidis, who purchased WABC two years ago, “We are airing this all-day tribute to honor our friend and colleague, who loved New York, radio, and his listeners. We’ll have the opportunity to bid farewell to a wonderful man who reached WABC radio listeners around the world every morning 
with his unique take on the news.” Red Apple Media/WABC radio president Chad Lopez notes, “Bernie’s observations and analysis of world and local news and politics were not only insightful – they were authentic. His brilliant mind, combined with that New York attitude, [gave] listeners what they wanted – the truth; we will miss him.” News anchor/air personality Charles McCord worked with McGuirk during their years together on “(Don) Imus in the Morning” and will appear this morning in the 9:00 hour. Among others scheduled to be part of the tribute are: New York City mayor Eric Adams; comedian/longtime “Imus” cast member Rob Bartlett; sports talk host Christopher “Mad Dog” Russo; former “Imus In The Morning” sports personality Warner Wolf; NBA play-by-play announcer Mike Breen; actor/author Chazz Palminteri; Fox News meteorologist Janice Dean; and WABC host Bill O’Reilly. McGuirk joined WABC in 2007 as “Imus in the Morning” producer/on-air contributor. He’d previously been with Imus at New York’s WNBC and WFAN. In 2016, WABC teamed McGuirk and Rosenberg in mid-days (10:00 am – 12:00 noon), before boosting them to morning drive. Rosenberg reflected on McGuirk with TALKERS founder Michael Harrison. Listen to their conversation by clicking 
Round Four of August PPMs Released. The fourth round of ratings data from Nielsen Audio’s September 2022 PPM survey has been released for Austin; Raleigh; Indianapolis; Milwaukee; Nashville; Providence; Norfolk; Jacksonville; West Palm Beach; Greensboro; Memphis; and Hartford. Nielsen Audio’s September 2022 sweep covered August 18 – September 14. TALKERS magazine managing editor Mike Kinosian presents his “Ratings Takeaways” from this group of markets. Three news/talk outlets are included in West Palm Beach’s top twenty (6+). A four-tenths improvement from August 2022 by iHeartMedia’s WZZR (1.8 – 2.2, 6+) coupled with co-owned WJNO’s half-share dip (1.8 – 1.3, 6+) results in “92.1 Real Radio” (ninth to eighth) overtaking “News Radio 1290” (#9 to #11). Also in that Florida market’s mix is Hubbard Broadcasting-owned WFTL “News Talk 850,” which drops two-tenths (1.1 – .9, #13 to #14, 6+). Although they only yield a combined 5.0 (6+), four Hartford news/talk stations crack the top twenty. Leading that group is Audacy’s WTIC-AM, although “News Talk 1080” logs a full-share deficit from August (4.6 – 3.6, 6+), slipping from eighth to ninth; its internet stream is unchanged in share and market rank (.2 and #20, respectively). Meanwhile, Red Wolf Broadcasting-owned WDRC-AM “The Talk of Connecticut” picks up two-tenths (.8 – 1.0, #15 to #14, 6+) and iHeartMedia’s WPOP “News Radio 1410 AM & 100.9 FM,” which had been unlisted since April, resurfaces with a .2, (#20, 6+). See Mike Kinosian’s complete “Ratings Takeaways” from this group of markets (as well as the first three groups) 
the 1999 killing of Hae Min Lee, a case that was chronicled in the first season of the podcast “Serial.” Laura Nirider, co-director of the Center on Wrongful Convictions at Northwestern Pritzker School of Law, tweeted, “After the latest round of DNA testing generated results that, like previous rounds of testing, excluded Adnan Syed, he has now been formally exonerated.” A Baltimore judge last month overturned Syed’s murder conviction and ordered him released from prison, where the 41-year-old had spent more than two decades. Circuit judge Melissa Phinn gave prosecutors 30 days in which to decide whether to retry Syed or drop the charges. Syed captured the attention of millions in 2014 when the debut season of “Serial” focused on the case and raised doubts about some of the evidence, including cellphone tower data. Syed served more than 20 years in prison for strangling the 18-year-old Lee. Her body was found weeks later buried in a Baltimore park. More than a decade later, “Serial” revealed little-known evidence and attracted millions of listeners, shattering podcast-streaming and downloading records. Prosecutors failed to tell Syed’s defense attorneys about evidence that would have allowed him to defend himself, including details that established two other people had threatened Lee’s life. In a Tuesday afternoon press conference, the state’s attorney for Baltimore, Marilyn Mosby, said that recently tested DNA completely exculpated Syed from the crime. She declined to say if any other known suspects may be implicated in the recent DNA testing, saying that the investigation is ongoing.
comments, “As we reach more audiences, we need to rethink the way we program across multiple platforms. Jeff brings an entrepreneurial spirit and innovative mindset – these are critical skills that will be a huge asset.” Co-founder of Okanjo and Zap2it, Rowe has worked at AOL; Journal Communications; Tribune Media; NBC; and VH1. … Three-year KDWN “The Talk of Las Vegas” program director Steve Hoffman exits the Beasley Media Group news/talk station. … College Station, Texas news/talk WTAW celebrated its 100th anniversary last Friday (10/7). The Bryan Broadcasting-owned outlet began as 
experimental station 5XB in 1914 and was officially licensed as WTAW by the Commerce Department in 1922. Vice president/general manager Ben Downs comments, “When we followed the [Rush] Limbaugh wave into talk in 1989, it was a great day for the station. We still control the 25+ demos, which isn’t bad for a 100-year-old station – even though we don’t look a day over 70.” … Attorney/Corporation For Public Broadcasting board chair Bruce Ramer will be honored tonight (Wednesday, 10/12) with CPB’s “Lifetime Achievement Award.” CPB president/chief executive officer Patricia Harrison notes, “Bruce Ramer’s award is in recognition of his extraordinary leadership and guidance given to CPB over the nearly 14 years of his service. He led CPB’s support for innovation, interconnection, infrastructure, and access to content over many platforms. [Bruce] was committed to strengthening local, national, and international public media journalism and editorial integrity. On a meaningful level, he always advanced diversity and inclusion personally and professionally.” CPB vice chair Laura Gore Ross adds, “Bruce’s leadership has strengthened CPB and public media when we needed it most. On his watch, CPB was able to distribute $75 million in American Rescue Plan Act funding and $175 million in CARES Act stabilization funding to public media stations. He has provided wise counsel through thick and thin that’s been felt by all.”
radio and recording studios, a 50-seat performance space, as well as office space. SiriusXM president/chief content officer Scott Greenstein notes, “We are excited to open our Miami broadcast complex and deepen our ties in such a multicultural and entertainment-rich city. Our Miami facility will feature a world-class performance space for our special events. Its artist-first recording studios will be a destination for major stars and emerging personalities to connect with listeners.” SiriusXM’s other facilities include its New York Rockefeller Center headquarters; West Hollywood studios; and studios/offices in Washington, DC and Nashville.
