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Inside Hot Talk on FM
Source: INSIDE RADIO -- Jul 13, 2001
Sabo Invented Hot Talk over ten years ago in Trenton, NJ on “New Jersey 101.5” (WKXW-FM) in March, 1990. Still consults it. And WKXW-FM now has almost 900,000 cume (which would qualify it for #2 in San Francisco market). Sabo ahead of his time - launched WTKS-FM, Orlando two years later. WTKS-FM is #1 18-34 men all day long (the rock stations are second). Here’s the inside on how Sabo does Hot Talk: chooses a target listener that the station talks to all day. Applies the same production rules to talk that apply to music (same jingles, production, etc.). Sabo says “you wouldn’t let a jock bring his own music and jingles in.” A well-programmed talk station has a collection of topics of interest to their audience (like a music playlist). Sabo predicts groups like Infinity that are formatting Hot Talk using syndicated hosts from their other markets will work as long as the hosts are targeted to appeal to the same listener which the station targets.
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