10 Questions with ... Walter Sabo

NAME:Walter Sabo TITLE:Consultant COMPANY:Sabo Media BORN:Orange, NJ RAISED:Maplewood, NJ

BRIEF CAREER SYNOPSIS:

DJ/Newsman, WCRV/Washington, NJ; DJ/Newsman, WOLF and WAER/Syracuse; talk show host, WXLO (99X) and WNWS/New York; Director, ABC FM Radio Network; Executive Vice President, NBC FM Owned Radio Stations; Vice President, ABC Radio Networks; President, Sabo Media (since 1983). Member of original Ultimate Frisbee team at Columbia High School.

1. Can terrestrial radio retain younger listeners? Is the threat from new media real, and can it be countered? How?

There is no threat to any medium from another medium. Media is meaningless. People don't listen or watch media. They watch shows. They listen to shows. The pay tickets for shows.

The best show, regardless of the stage, wins their time, attention and money.

2. How can radio in general, and talk in particular, benefit from the PPM? Are you concerned about the recent stories of users leaving their meters in the dock all day?

I was more concerned about people trying to fill out at diary while driving at 65 miles per hour -- or in the shower. The PPM is a vast improvement. No whining about the PPM is tolerated.

3. Talk shows come and go in syndication -- what causes a show to fail, and what's the primary element that makes for a good syndicated show? Is it the same for local shows?

Prime time TV shows come and go. A huge TV hit is one that runs for 5 years. For some reason radio shows are held to a much higher standard than prime time TV shows.

I believe that is because radio stars are so much more talented than TV stars that they can hold an audience for DECADES. Howard Stern has been a star since the MID 1980's. NO TV show has held an audience for that long. The audience doesn't really factor in whether a show is local or syndicated, just if they are being entertained. Local content tends to be more intrinsically entertaining but not by much. It comes down to dedication and preparation. Preparation.

4. Many stations broker out the weekend hours (and sometimes even weeknights) for infomercials and other material. What's the best argument a programmer can make to convince the GM and GSM that it isn't worth it? (Is it possible to talk them out of the easy money?)

That will kill the station's cume overall and devalue all other days and dayparts. It's the worst business decision that a station could make. It is irresponsible to broker out any significant amount of air time.

5. Where should PDs be looking for the next wave of talent?

Right under their nose. Anyone that holds the attention of a crowd in a bar, a classroom, a high school reunion -- that's a potential star. Finding the stars is easy. Motivating and growing them is hard.

6. You've done work with Sirius Satellite Radio as well as terrestrial radio -- is satellite competition for, or complementary to, terrestrial radio? How should terrestrial programmers be looking at satellite -- foe or nothing to worry about?

Americans LOVE radio. All audio entertainment competes for the listener's time and the advertiser's dollar. It's all competition and competition is not a bad thing.

7. Since '99, there have been some attempts made at talk radio geared towards women, most of which haven't worked out. Why do you think that is, and what do you think needs to be done to make a women-oriented talk format work?

The bulk of talk stations in the US, the dominant ones, before 1982 were aimed at Women. They were insanely successful. WOR New York was the number 1 station America and it was a talk station for women. Most Women don't want to hear barking men screaming about politics all day, they know there are many things more important. Talk about those things and Pfizer, P&G, Masterfoods will all be fighting to buy the air time. I know they would, their buyers have told me.

8. Since the last time you were featured here, you've gotten married and had two daughters. How has having a family changed you... if at all?

I sleep less. I know a great deal about Noggin and Nick Jr.

9. You've been doing work on an international level in the past few years -- are there any stations outside the U.S. from which American programmers might learn a few things? What interesting or innovative things are being done in other countries that you'd like to see here (or vice versa)?

BBC Radio One, which you can hear online. Go look at that website, listen to that programming online or on Sirius. Radio One (A CHR station) has 2 and 3 hour shifts, every show has a REAL producer, a dedicated screener and board op. Every single break is prepared and produced, even at 4AM there are contests just for people up at 4 AM. The Fox in Melbourne is the best programmed commercial CHR I've ever heard and has the smartest website. And take a look at radio538's website in the Netherlands.

10. A lot has changed in 8 years, but terrestrial talk radio is still around, right alongside satellite and streaming and podcasts and YouTube. Take a stab at the future: what will talk radio be like in another 8 years? Will it be more finely targeted? Will it be primarily delivered by terrestrial or other means? Will it be video-oriented? Or will it be pretty much the same as it is now?

Most radio station websites are pathetic. You had better get yours in shape yesterday if you want to be part of the future. But never underestimate radio's strength, Radio has the most elegant and efficient distribution system. Other media would kill for the distribution enjoyed by AM radio... 7 radios per home. 98% reach of the population. No wires. Remember that other media come to radio to boost their circulation. As long as hosts talk about what two friends would discuss over lunch in the food court, talk radio will continue to be radio's gold coast format.