Nine Radio appoints head of digital audio as audience transitions from analogue

Hayley Bourne is joining Nine Radio as head of digital audio as the business focuses on the transition of audiences and revenue from analogue to digital.

In announcing the appointment, Nine’s managing director of radio Tom Malone said:

“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.”

Bourne has 17 years experience in media, across TV, radio, digital, podcasting, social and production. She’s most recently been the head of brand partnerships at Joe Media in the UK, responsible for the distribution and commercialisation of audio content across digital and social platforms. Bourne will be responsible for the creation, implementation and execution of Nine’s digital audio strategy.

Malone added: “As part of this evolving structure, Matt Cram’s title will change to head of digital content and growth, to better reflect his core duties. Matt is a 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.”

Nine’s previously advertised role of head of podcasts is still open for recruitment.