Nine overhauls digital audio operations & seeks head of podcasts

Nine Radio has made a number of moves as it looks to transition its audiences and revenue from analogue to digital.

As part of the overhaul, the company has hired Hayley Bourne as head of digital audio.

The appointment marks a return to both Nine and radio for Bourne.

In the early 2000s she was a sports sales coordinator at the Nine Network, and then moved into account management at Southern Cross Austereo (SCA) for five years. Since then, she’s worked in brand and digital roles in London, finishing up as head of brand partnerships for JOE Media late last year.

In that role, she was responsible for the distribution and commercialisation of audio content across digital and social platforms.

Now at Nine, she will be charged with the creation, implementation and execution of Nine’s digital audio strategy.

In addition to Bourne’s appointment, the restructure sees Matt Cram’s title change. Cram was previously head of digital, but now becomes head of digital content and growth.

Nine Radio’s managing director, Tom Malone, said this was to better reflect Cram’s core duties.

“Matt is doing a terrific job leading our digital content team across our websites and social channels, and will continue to play a big role in our future plans,” he added. In addition, the company is recruiting a head of podcasts who will report to Bourne. Malone said the successful candidate “will form a key part of our digital audio strategy”.

“As you know over the past 18 months, our focus has been overhauling our analogue radio operations from a programming and cost perspective. As we recover from COVID we are now starting to realise the revenue benefit as a result of these changes. We will continue to strive for operational excellence across talk radio and our music stations, while increasingly we’ll focus on the transition of audiences and revenue from analogue to digital,” Malone said of the changes.

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