By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”
Music on the weekend provides multiple positive strategic weapons for talk stations. From launch, “New Jersey 101.5” (1,000,000+ cumer); WTKS-FM “Real Radio,” Orlando; WABC, New York; WPHT, Philadelphia; and other major market winners air music all weekend or on dayparted shows.
When launching WTKS, NJ101.5 and many others, Sabo Media researched talk stations throughout the country to find any facility that did as well or better on the weekend than during the week. Not one. KGO at the time was dominant in San Francisco, but its weekend audience share was HALF its weekday share. Then we studied music formats looking for genre that did better on the weekends than during the week. Answer: oldies and alternative rock.
Music on the weekend works:
— Music prevents an outlet from suffering the negatives of being a “talk station.”Music blows off the chronic callers and people who need the station for companionship. You know who they are.
— A carefully chosen song list targets a specific cume. People sample radio on weekends. They have fewer utilitarian needs for radio listening and can indulge in entertainment. When they hear a song they like—they lock in the frequency. The station enjoys fresh sampling. WTKS FM plays alternative rock all weekend, the result is a very young overall cume base.
— Music is good for sales. Clubs, concerts, festivals, and comic cons buy music radio. Music on the weekend keeps talk stations on those buys!
— Innovative execs replace infomercials with specialty music shows. They sell those shows to wedding venues, wedding suppliers, party stores, mobile DJs, boat and RV rentals, as well as home improvement retailers.
— Publisher Michael Harrison posits that genre and chronological segregation of songs is not as essential today as it was back in the day. 13-year-olds love the Beatles and Beach Boys. Hits are always absolute necessities but “Never My Love” by the Association, “Light My Fire” by the Doors and the #1 song today, “Ordinary,” are all hits and could be played back-to-back.
In most cities, the second highest audience daypart is midday Saturdays. Stations that recognize that fact by offering quality, local, live entertainment grow their cume.
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.
