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. One day the owner said that if he helped dig the ditch for the new transmitter, he would be paid double minimum wage.
Of course he turned that down because he was a star. But it did teach him a profound understanding of radio management’s value of on-air celebrity.
He was one of the first talk show hosts on the FM band at stations in New York City and programmed enormously successful stations throughout the country. He and his colleagues created the format known as Adult Contemporary. He is the youngest Executive Vice President in the history of NBC and held executive positions at ABC. Sadly he did not own the stations he created. As a result he continues to work on the air promoting strange ideas and opinions.
Walter believes and practices live and local radio. Radio’s inherent strength over other media is its ability to reflect local market needs and tastes. He is a winner of the Sigma Delta Chi award for Broadcast Journalism excellence, a graduate of the Newhouse School of Communications and he has numerous bowling trophies. Perhaps the most stunning and bizarre fact about Mr. Sterling is that while in high school he was a founding member of the game Ultimate Frisbee, even though he clearly knows nothing about sports.