Sid Rosenberg, WABC Radio’s morning host, emphasized the importance for aspiring broadcasters to remain true to themselves and avoid pretending to be someone they are not. Rosenberg shared this advice while speaking with his former producer Victor Bermudez, who has achieved great success by winning four Emmy Awards for his contributions at Telemundo.

Rosenberg made the remarks during his Tuesday morning show.

“I’ve said this to Marc Malusis at WFAN; his wife once called me and said, ‘Why isn’t Marc having more success at WFAN and I said because he’s trying to be [Mike] Francesa. Don’t be a radio voice; talk like you talk.”

Rosenberg mentioned that throughout his career, he has encountered individuals like Joy Taylor from Fox Sports Radio, who faced tremendous expectations due to her brother, Jason Taylor, being a former NFL player. These individuals had to navigate significant pressure to succeed in the entertainment industry.

“Overnight, she (Taylor) wanted to be the next Barbara Walters,” Rosenberg said. “I just told her to take it easy, slow down and be yourself.”

Rosenberg said he had similar advice for Bermudez, who admittedly struggled to find his identity in the industry due to many factors.

“I’ve had a lot of producers over the years; it’s not easy producing for me, the show ends, and a minute later, I’m asking who’s on tomorrow,” said Rosenberg. “

Bermudez, who served as Rosenberg’s producer at WQAM in Miami, joined Rosenberg with minimal prior on-air experience.

“I had tons of fun working on the Sid Rosenberg Show during my time with you in Miami; I will add that it was life-changing,” said Bermudez. “It changed my life professionally because I came into business trying to be something I was not.”

Like many of my age group, I’ve worked in every medium – print, digital, magazines, radio and TV.

Unlike most, I began on the cutting edge of new media in 1998 (yikes!), and 25 years later, I’ve found myself on the other end of the spectrum, namely AM radio.

Shouldn’t that be in reverse?

Well, it’s not, and that’s the point of this column. I find myself immersed in a medium everyone seems to be writing off, yet somehow, I am as professionally motivated and satisfied as ever.

Before unpacking that, a brief history. After freelancing for various newspapers and niche magazines while in graduate school, I received a big break late in the winter of ‘98 (yikes again!).

While a stringer for the Worcester Telegram & Gazette, I met David Albright at the NCAA Frozen Four. Who’s he? I have no idea what he’s up to these days, but back then, he was an early east coast employee of Starwave.

Starwave? You mean Star Lord from Guardians of the Galaxy? No, I mean Starwave.

You see, back then, the major sports entities – from the major pro leagues to ESPN – outsourced their nascent web operations. Websites like ESPN – it was called ESPN SportsZone back in the day – and the NFL were initially run by one company out of Seattle.

Starwave.

By ’98, someone at the top of the ESPN food chain must have realized what was to come because just before I went to Bristol, CT, they began to move editorial operations eastward. They also began the process of buying the business entirely.

You would think that anyone would jump at the chance to work at the Worldwide Leader, but it turns out, some folks liked the Starbucks coffee better in Seattle than the Dunkin’ in Bristol, Connecticut.

That meant openings in Bristol, and David Albright was my opening.

From our conversation in the hot dog line in the media space at the Garden (The Fleet Center back then?), I ended up with a job and quit graduate school to be an entry level editor ESPN.com. The site was so well regarded in Bristol that they literally put us in a basement (Building #3!), and almost none of the on-air talent would speak to us. I remember Danny O’Neil taping analysts off our TVs onto a run-of-the-mill audio recorder, transcribing the tape and then posting the copy on ESPN.com. That was a large part of his job.

Flash forward a few years, after John Walsh transformed the site, bringing on the likes of Bill Simmons and Hunter Thompson — and the internet became king — ESPN.com got more eyeballs than any ESPN show. Analysts begged for columns and real estate on the site. The culture of acceptance changed right before all of our eyes.

I wasn’t there for long, but I was there as things started to skyrocket.

Flash forward 25 years.

I work in AM radio.

Yes, that AM radio, the one they’re trying to keep out of new cars. The medium your parents and grandparents listened to, and you (me) remember crawling into your parents’ bed on snow days to wait for “S” in the alphabet to know that schools in Swampscott, MA were shut for the day.

FANG stocks (Facebook, Amazon, Netflix, Google) are where the growth is now, and radio is ANANG (All nostalgia and no growth).

But two things are true. I am totally happy. And I’ve totally changed how I operate.

First, the former. I am off script. I have direct input with booking. I can mix in everything I love – politics, business, sports, movies. Smaller staffs mean less opportunity for social media and public outreach, but it also means more editorial freedom.

That freedom has been positively cathartic, and the shows are awesome.

But as many of you know, terrestrial radio is a tough business right now. Life in AM radio is that much tougher. That’s where the operational shift comes into play.

Whereas just five years ago, I was a TV anchor who refused to even read promos. “I’m a journalist!” (said in a ‘pass the Grey Poupon’ type of voice). Now, I am actively talking with sales all the time, sharing ideas, even bringing people to them. I interact with businesses all the time, and some perfectly align with our values – and have owners who love the show.

Five years ago, I would have needed an exfoliating shower to deal with the grime, whereas now, I embrace it. Because I have to if I want the show to succeed – and keep doing the work I am enjoying so much.

I could never be in sales full time as that type of dialogue needed would probably wear me down over time. But if someone owns a business and says they listen every day, I might say, “Then come on board!”

I cultivate relationships because I truly enjoy people, and I believe audiences are built one listener at a time, and instead of scoffing at taking the next step, I just take it.

Who knows what will happen with a show like mine – succeed in AM, simulcast, syndicate … whatever. But it can still thrive if hosts help the business side. It should never impact the product – I always say I reserve the right to ask and say what I want – but it certainly can help keep the product on the airwaves a lot longer.

John LaBarca, a beloved figure in radio known for his enthusiasm and pride in his Italian roots, has sadly passed away at the age of 76, as confirmed by messages on his Facebook page. According to Only in Bridgeport, LaBarca, affectionately referred to as the “jovial giant,” captivated audiences with his flagship Sunday program, Italian House Party, which aired on various local radio stations, most notably WICC.

Hailing from Brooklyn, New York, LaBarca embarked on his career at Radio City Music Hall in Manhattan, where he quickly rose to the position of captain. This opportunity allowed him to cultivate his storytelling skills, captivating listeners with his engaging anecdotes and a knack for connecting with people. His tales revolved around relatable themes from his childhood, such as food, holidays, family, and music.

He also displayed remarkable generosity towards community organizations, utilizing his influential platform to support numerous charitable institutions.

LaBarca’s charisma was accompanied by a genuine sensitivity that allowed him to express tears and contagious laughter effortlessly. Embracing his bear-like stature, receiving a hug from him was a delightful experience filled with joy. Additionally, for a span of two decades, he served as the morning drive host on WICC from Monday to Friday, collaborating with esteemed individuals such as news director Tim Quinn and “Captain Traffic” Morgan Kaolian.

His immense popularity was evident when, following his departure from WICC in 2007, the station received an overwhelming influx of outraged phone calls from Connecticut and Long Island. LaBarca’s resonant voice and the station’s extensive reach had attracted a loyal following, extending as far as Long Island, a mere 20 miles away from WICC’s transmitter on Pleasure Beach.

The landscape of AM radio, reminiscent of LaBarca’s formative years, was undergoing significant changes, which LaBarca observed outside the broadcast booth.

“At one point, people grew up listening to me until corporate influence took over and lost sight of the true essence of AM radio,” he commented. “Instead of connecting with the audience, they opted for shows featuring confrontational arguments or rapid-fire conversations. AM radio has become excessively regimented.”

LaBarca witnessed the ups and downs of the industry, transitioning from one station to another in the years following his departure from WICC. However, recently, he discovered a new home at radio station WHLI, where he continued to share his Italian House Party with familiar and fresh listeners.