Walter Sterling has been in radio since he was 15. He worked for a suburban New Jersey station for minimum wage as an on-air DJ.
He was one of the first talk show hosts on the FM band at stations in New York City and, as alter ego Walter Sabo, programmed and consulted enormously successful stations throughout the country.
He and his colleagues introduced the format known as Adult Contemporary to NBC’s O&O FM’s. He is the youngest Executive Vice President in the history of NBC and held executive positions at ABC, before becoming a top media consultant. Sadly, he did not own the stations he created. As a result, he continues to work on the air promoting strange ideas and opinions.
Biggest Takeaways You Don’t Want to Miss:
- Where radio stacks up versus other media today.
- What’s the biggest advantage radio has over TV and other media?
- What’s the ‘next chapter’ for radio?
- What’s been one of the biggest annoyances to Walters consulting clients, that you might want to emulate?
- The one characteristic that Walter feels separates GREAT PD’s and GM’s from the also-rans.