Sabo Sez: Five Predictions
By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
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.
2. Ratings change. Ratings giant Nielsen will change its system of measurement of audio. The PPM was created over 20 years ago by a company that no longer exists. For a station to earn proper audience levels, Nielsen must measure all audio distribution platforms including radio sets, in car, cell phone streaming, computer streaming, satellite, public address systems and ear pods and whatever comes next. Now you choose one – over the air or the stream. This will change or more companies will follow the recent lead of Good Karma Brands radio which just cancelled Nielsen.
3. New leadership. Who’s in charge? Most radio companies are run by very sharp and very senior CEOs and Boards. The Boca effect — I don’t want trouble, just get me to my retirement and condo on Boca. The primary reason FM grew from 10% household usage in 1968 to 60% in 1981 was the “kids” were put in charge – and caused “trouble.” Allen Shaw at ABC FM, Walter Sabo at NBC FM (forgive me), Jerry Lyman at RKO FM and the sons and daughters of the owners of thriving AMs paired with orphaned FMs (think Beau Woods at WEBN, Cincinnati and Bart McClendon in Dallas) were given free range to create and implement brand new formats. While the AM management played golf, those 20-somethings aired daring, new, shocking, amazing radio that drew listeners to FM. No, not stereo or low commercials, it was the FM package of subversiveness. For radio to level up and serve the joy of an audience born with iPhones in their cribs, it will be led by today’s 20-somethings without suffering interference by bosses sharing really interesting stories about their time at CBGBs. The essential leadership will come from younger programmers and executives who have only known a world with online video stars, a thousand cable channels, and on-demand video and audio entertainment.
4. New sales paradigm. Digital entertainment companies – audio and video – are fueled by stupid money. Venture capitalists launch new businesses with the goal of claiming a stake and then selling the business for their ROI. VCs have no interest in operating profit. Really. That means start-up media companies pay much more for sales executives than radio companies. Start-ups are shinier goals than radio stations to a media advertising seller. There will be a revolution in the way salespeople are identified, recruited, managed, and paid or the decline in radio revenue will accelerate.
5. Renovated voice tracking. Voice tracking is not horrible, it’s an opportunity that has not been realized. Today voice tracking is a poor imitation of being live – without benefits. No time, temp, urgent news. Here’s the miss: Every station has a stunning, amazing production library. Don’t have one? Swipe from YouTube. Rather than pretending to be live, admit to being recorded. Use that production freedom to produce. Tap the production library to create a running drama, comedy, mood, listening environment. Make the show between the songs to be as compelling as Taylor Swift. That’s the future of music radio.
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 walter@sabomedia.com www.waltersterlingshow.com
writer Bob Cooney to middays. The question Tornoe asks is what about Mike Missanelli? “Rumors have been swirling in sports radio circles the past few days about the return of Missanelli, once the station’s biggest star, whose sudden exit from his afternoon show in 2022 after 15 years shocked listeners.” Tornoe says that Missanelli has been in contact with management but there’s nothing to report and Missanelli isn’t talking. PD Scott Masteller tells the paper, “Mike’s name has come up. He’s a great talent, and we’ll just have to wait and see what happens. A lot of people are interested in the radio station right now. So, I’ll leave it at that.” The current PM drive show is “The Best Show Ever?” hosted by Tyrone Johnson, Ricky Bottalico and Jenn Scordo. 
March is half over, and the Madness is just beginning.
For spring break this year, Sarah and I revisited Sandals Grand Bahamian all-inclusive resort – NOT inexpensive, and very worth it. We’ve already booked same-week-next-year, and we think we know who we’ll see there then.
started 29 years ago. Whether it’s helping the first-time gun buyer sort out what she needs to buy, or exposing politicians who claim to be supporters of the Second Amendment while putting restrictions on this right, there’s plenty to talk about. Responsible gun ownership is strong, and I’m glad to be part of movement.” The program – currently heard on more than 260 stations – airs live on Sundays from 2:00 pm to 5:00 pm ET. 
dramatically understate AM/FM radio’s shares; 2) AM/FM radio represents the dominant ad-supported audio platform with a 68% overall share and a massive 86% in-car share; 3) In a typical day in America, 95% of Americans never listen to ad-supported Spotify. 94% never listen to ad-supported Pandora; 4) Podcasts’ audience soars. At a 20% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio; 5) Among registered voters, AM/FM radio leads in ad-supported audience share (68%) followed by podcasts (21%); 6) After a pandemic lull, the proportion of AM/FM radio listening occurring in-car roars back; and 7) Powered by podcasts, spoken word is on a tear: 40% of all time with ad-supported audio goes to spoken word, up from 27% pre-pandemic. 
director of sales with Cox Media Group. Audacy Houston VP of sales Alana Lujan comments, “Judy’s extensive experience in talent development, coupled with her recent involvement in business development, multi-media buying and digital innovation, makes her a powerhouse addition to Audacy’s sales leadership team. With her expertise, Judy is poised to make an immediate and substantial impact. Here’s to an exciting journey with someone who will bring so much to the table!” Lakin states, “I am thrilled to join the exceptional leadership team at Audacy. The Houston market’s wide variety of broadcast and digital products makes me eager for what will come. The local sales team’s incredible skills and high energy is a tremendous plus to this opportunity.”
WHO morning show. Today, Simon Conway – the station’s PM drive host – was part of the on-air team. Amy Sweet posted the following message to Facebook, “Our sincere appreciation goes out to every listener who has tuned in to WHO over the years, making it possible for us to build upon the rich tradition of excellent programming that sets us apart from other stations. We have truly enjoyed connecting with each one of you through various initiatives designed to foster deeper connections within our beloved community. As we move forward into unknown territories, we are filled with anticipation and hope for what lies ahead!”
audio experienced a 17% decline. The study identified radio app and voice users as super users who shared common traits and expectations. Audacy notes, “These highly engaged individuals demand seamless transitions for Audio across their home, phone, and car systems… Moreover, they exhibit readiness to spend, particularly in high-budget categories like home improvement and financial services, responding actively to targeted radio ads. For advertisers, crafting personalized ads targeted at these audiences presents an exceptional opportunity to guide listeners through all stages of the purchase funnel.” Other key findings of the study include: 1) Nearly half of radio app users sought information about advertised products online after hearing an ad in the car, compared to 22% of all listeners; 2) 31% of radio app users and 27% of voice users visited the store they heard about, doubling the rate of all listeners; and 3) 27% of radio app users purchased advertised products, more than doubling the rate of all listeners. 
Think about the concept for just a minute. Manhattan Island for $24? Peter Minuit knew value.
market (fed by WXUS-HD3). Florida Man Radio continues to air on WZLB-FM, Fort Walton Beach. The programming includes Bubba the Love Sponge in morning drive, Don Miller in middays, and Shannon Burke in afternoon drive. JVC president and CEO John Caracciolo says, “Programming like FMR is what makes terrestrial radio relevant and strong. We have to dare to be different and produce content that drives listeners to our platform and that entertains, educates and sometimes just makes us laugh out loud. The vision of a locally based talk station that isn’t afraid to confront the big topics while not taking itself too seriously, screams the mantra of JVC. We need to keep live and local radio working for our clients and listeners.”
Original ideas are golden and rare. Here are five ideas worth stealing because of their novelty, success and oh-wow factor!
questions as it did answers about what young broadcasters entering professional media today should be prepared for in navigating the unpredictably turbulent waters of the next decade and beyond. Among the sweeping panorama of topics covered in his address, Harrison told the students, “When looking to the future, don’t be too sure that current events will follow a predictable script. There are always ‘black swan events’ that change the storyline and our expectations in an instant. Plus, there are multiple outcomes, possibilities, and forks in the road for almost every situation.” Regarding the current focus on artificial intelligence, Harrison advised, “All technology is a double-edged sword and AI will prove to be a particularly consequential one with both positive and negative implications. However, don’t fall into the age-old trap of thinking that productions and performances created or enhanced by new technology are necessarily ‘artificial’ or ‘fake.’ New tools not only create new art, they have an irrepressible influence on giving rise to new culture. The immediate years ahead are likely going to provide us with the challenging question of ‘what does it mean to be truly human?’” Harrison concluded, “As young broadcasting students in 2024 looking to make a difference in the world, be prepared to face the challenge of following your dreams, ideals and inspiration while confronting the harsh realities of making a living in a stressed environment of relentless change. We live our lives in this business at the dangerous intersection between art and commerce.”
Is that host read you are pitching “baked-in?”
It’s not your imagination. The world has gone daffy. The USA is all-but boots-on-the-ground in rough neighborhoods around the world. Weather is getting even wackier. The next gun nut could open fire, at any moment, anywhere. 2024 campaign? It’s a long way to November. And even in this rebounding economy, supermarket prices still hit-home… if you can get there.
2022. iHeartMedia breaks down its operations into segments and here’s what it reports for the full year of 2023: Broadcast Radio revenue was $1.75 billion (down 7% from 2022), Networks revenue was $466 million (down 7.3%), Podcast revenue was $407.8 million (up 13.8%), and Digital (excluding Podcast) revenue was $661 million (basically flat). iHeartMedia chairman and CEO Bob Pittman states, “We’re pleased to report that our fourth quarter results were in line with our previously provided Adjusted EBITDA and Revenue guidance ranges. This quarter the Digital Audio Group achieved the highest Adjusted EBITDA and margin in its history, illustrating the success of this high growth business. We view 2024 as a recovery year in which the company returns to growth mode – we expect to see our Multiplatform Group performance improve quarter by quarter throughout the year, and we expect our Digital Audio Group, including our industry leading podcast business, to continue to grow and reinforce its leadership position in the segment.”
devotion to Internet radio broadcasting, we are launching ‘The Mike Church Show’ into terrestrial radio syndication! The launch date of ‘The Mike Church Show’ will be March 1 and the show will begin its repatriation of AM/FM radio in Atlanta, Georgia’s #7 U.S. radio market on WXKG “The King”! Church adds, “We’ve always known that terrestrial radio was going to play a part in our industry leading development of Internet radio, we just didn’t know in what way. Over the last two years, that role began to materialize with the dearth of quality talk shows and the opportunities to fill that gap left by the wrecking ball that was consolidation’s march through local radio properties.” The program airs live from 7:00 am to 10:00 am ET. 
Show” airs from 2:00 pm to 4:00 pm. Program director Kathryn Lake comments, “Wisconsinites will play a crucial role this year in determining who represents the state in Madison and in the nation’s capital. The experience Jane Matenaer, Todd Allbaugh and Maggie Daun bring to the midday microphones will provide listeners across the state compelling stories and important updates about what is happening in their communities and throughout Wisconsin.”