Audacy cutbacks in Philly

[101tm]

So this was unexpected. Audacy's WPHT replaces its syndicated Dana Loesch show with a local host! You know him, you love him, the hard-working Walt Sterling will be hosting 5 nights a week, 9 to midnight:

Walter Sterling To Host Late Nights At WPHT

Longtime programmer/consultant turned syndicated talk host 'Walter Sterling' Sabo will join Audacy Conservative Talk 1210 WPHT Philadelphia to host a

radioinsight.com

Audacy is definitely still invested in local talk programming as mentioned earlier. They just expanded it at the Greenville talk station (by 2 hours, but still) as well.

 

[Larry]

Although admirable, I wonder how local the discussion will be or will it be like a nationally syndicated show originating from a radio station in Philly (somewhat similar to Smerconish when he was on 1210.). That also makes me wonder if they have syndication hopes for this show.

 

[lanceventa]

Although admirable, I wonder how local the discussion will be or will it be like a nationally syndicated show originating from a radio station in Philly (somewhat similar to Smerconish when he was on 1210.). That also makes me wonder if they have syndication hopes for this show.

That is nearly exactly my read. Sterling's Sunday show debuted on WPHT before going national and this could be a similar ramp-up with he being paid through his syndication barter revenue. Difference with Smerconish is that his show was local before being converted to national, this one is being developed for syndication with WPHT as the test run.

 

[AbrahamJSimpson]

That feels most likely. Kick the tires, see how it goes and maybe have an alternative to time shifted crud.

 

[TheBigA]

The thing I noticed about the Sterling show is it's talk without the typical right wing talking points. Certainly a change from the Dana Loesch show that previously occupied the time spot. There is definitely a hole in the syndication world for a pre-midnight show that isn't hard right political. I also notice that Sterling is now self-syndicating his Sunday show.

 

[Always interested]

I think this really gets back to Entercom's original view of themselves as primarily a local radio owner, with local radio content, and local radio sales. They didn't carry much syndication before buying CBS Radio, and they don't carry a lot now. Things may change if David Field leaves the company. But his view of things is all local.

Local isn’t actually awful. Local meant Jobs for those in That Market. Kinda tough listening to The Station ID once an hour 24/7 & no DJ. Or no one to relate to when your driving home in 4 feet of snow ❄️

 

[AbrahamJSimpson]

Local isn’t actually awful. Local meant Jobs for those in That Market. Kinda tough listening to The Station ID once an hour 24/7 & no DJ. Or no one to relate to when your driving home in 4 feet of snow ❄️

Pretty sure the last thing I’m thinking of driving in imaginary four feet of snow is whether there’s “someone to relate to.” Nor can a business be sustained on that hypothetical scenario.

Local is all well and good when the economics support it, and so is regional and national.

 

[wadio]

I listen to WPHT from time to time in other dayparts and have yet to hear any mention of Sterling's new show. Maybe because, as others have suggested, it's a launching pad for syndication?