After decades in big-market radio, rubbing shoulders with talk legends, Sid Rosenberg at 77WABC is hitting success levels that define our industry. With skyrocketing ratings and a growing audience, he’s thriving in his comfort zone, finally poised for triumph.
Hindered for years by stifling program directors and general managers, Rosenberg’s authenticity, his greatest asset, was suppressed, making it nearly impossible to connect with his audience. Always ‘Sid from Brooklyn,’ now he’s Sid from Brooklyn on WABC—taking charge of his brand, steering it with precision towards his desired destination.
Being a heavyweight in the news/talk genre matters to Rosenberg. Despite a heart-wrenching loss last year — partner Bernie McGuirk dying of prostate cancer — Rosenberg has found success with Lou Rufino, who has proven to be a valuable asset to Rosenberg’s morning show.
Sid Rosenberg recognizes Ruffino, who worked alongside Bernie and Don Imus for many years, as a guy with a sharp eye on the news, a passion for sports, and musical genius. Ruffino has seamlessly transitioned into a sidekick role, prompting noticeable changes in the show. Now, with an increased focus on jokes and more engaging lifestyle conversations, the show is firing on all cylinders, engaging New Yorkers on a different level with the unpredictability that all great shows have.
77WABC’s operations have undergone a noticeable transformation. The station’s brand stands out with a bold digital presence and talk personalities unafraid to diverge from mainstream narratives to bring forth unique stories. In contrast to past markets where speaking his mind got him in trouble, this new approach has been a game-changer.
Looking ahead, Sid Rosenberg is exploring new ventures, including potential movie roles. This doesn’t diminish the ongoing growth of Sid & Friends in the Morning. Rosenberg can now authentically be himself in a city he loves, at a station that values him, with listeners who genuinely appreciate him.
Ryan Hedrick: What makes 77WABC the right fit for you?
Sid Rosenberg: It starts with the leadership. It fits John and Margo Catsimatidis (owners) and Chad Lopez ( President of Red Apple Media and Talk) because they allow Sid Rosenberg to be Sid Rosenberg. In the past, I’ve worked at sports stations that didn’t want me doing political talk. I worked for program directors and general managers who were the word police, and anytime I said something a bit controversial, I would have to hear about it. These guys allow me to be me.
I have proven over the years that I can succeed if you allow me to be me. I have been on lots of major markets across the country, but the success that I have had here in New York, specifically over the last 6-7 months, has proven to a lot of folks that if you let me do what I do, I can have success and WABC allows me to be that guy.
RH: How did you transform your show into the successful program it is today following the passing of your partner, Bernie McGuirk, several months ago?
SR: That was a crushing loss, both personally and professionally. They are two different shows. To Lou Rufino’s credit, a guy who worked with Bernard and [Don] Imus for many, many years has stepped up and assumed that sidekick role and is excellent. He follows the news, he’s a big sports fan, and the music on my show is a big deal. He’s a musical genius, so he has stepped into that role, which is a big deal, and the show has changed in that we do more sports now, and there’s more lifestyle conversation.
We were getting heavy into politics, and again, we (Bernie & Sid) had a great show together, and I miss him both on and off the air, but the show seems more broad now. That’s closer to what Don Imus did and what Howard Stern did, and I am a guy who worked with Don Imus, I worked with Mike and the Mad Dog, and all these greats, and I have taken a little bit from all of them and put that into the morning show, and I think the show is a lot more unpredictable. I can’t stand radio hosts that are predictable. If I know what you will say, then I am bored.
RH: You mentioned working with several legendary radio personalities in the past. Is there something they share that makes them great on air?
SR: If I had to use one word to describe those guys, authenticity, whether it was Don, Mike, Chris, or even Howard. People hate what he has become today, and I don’t know if he is genuine, but he’s authentic. Everybody today tries so hard to be somebody else. Every young political guy tries to sound like Sean Hannity. Young sports guys want to sound like Jim Rome, Dan Patrick, or Mike and the Mad Dog.
People forget along the way that they are interesting people themselves. Even though I have adopted some of those guy’s philosophies, I am still Sid from Brooklyn, and that has never changed. That’s another reason that I have been successful. I don’t try to change my voice, I don’t try to change my persona; I am who I am.
You also need talent. This idea that you can teach a guy to be a great radio host is untrue. You can get better, but the all-time greats, they’ve got IT. You have to nurture talent and figure out a way to get better and better. If you don’t have it, you will never have it.
RH: What has John Catsimatidis done to turn 77 WABC into the radio and digital power player it is now?
SR: I don’t want to give away too many of our secrets (laughs), but I will say this: for a hands-on guy, he’s very hands-off. When he needs to be, he can be a George Steinbrenner. But he doesn’t operate that way because I couldn’t work for a guy like that. When he garners respect for you, he does leave you alone. He’s involved with every aspect of the organization. We have daily meetings, whether it’s social media, sales, or talent. John and Margo do a lot of events, and they try to get the talent out together and try to create that kumbaya spirit, which is hard because guys don’t always get along. They do a great job of keeping their hands on things and ensuring everything goes right without being annoying.
RH: As a host, does it matter whether you get along with your partner?
SR: It depends. Look at the guys that were so successful. Mike and the Mad Dog, they didn’t like each other. Opie and Anthony, when that was all over, they hated each other. But remember that when shows have big success when you are 10-15 years in, the other guy thinks he’s more important than his partner, and eventually, it all falls apart. It happens to just about every duo, I can’t think of one outside of me, and we were only together for six years.
In the end, it makes for good radio, but it wouldn’t work if it were that way from the start. You need a certain amount of time together where you have a common goal, and then when you get to the point where you are so successful, like Opie and Anthony and others, that it doesn’t matter whatever you say, people will tune in.
RH: How does Sid Rosenberg define success?
Sid Rosenberg: Well, money (laughs). Seriously, money does play a part. When people say that money doesn’t matter, the only people that say money doesn’t matter are millionaires. This is going to sound cliche and annoying, but that is respect. When I see my colleagues, such as Mark Levin, Michael Savage, and even President Trump, tell me how great I am.
A couple of days ago, I got a video from a friend of mine who’s living in Israel who was making a barbeque for the Israeli soldiers before they went to fight. They are familiar with me from up here in New York, and they took the time to make less than 60-second videos to thank me back here in the States because so many people worldwide have deserted them. To me, that’s a success. I am curious to know how you get much more successful than that.
