New radio boss Tom Malone ready to handle Jones, Hadley

Tom Malone, Nine’s MD of radio, is determined to win back advertisers who grew skittish after Macquarie Media’s challenging year.

Tom Malone, Nine’s managing director of radio. Picture: John Feder

Nine’s new managing director of radio Tom Malone will have a difficult task on his hands as he enters Macquarie Media’s offices on Monday, charged with handling Alan Jones and Ray Hadley while driving revenue for the business.

Mr Malone, who begins his role as Nine completes its takeover of the radio business that owns 2GB and 3AW, said he would focus on serving audiences the right content, while controlling spending.

“You got to focus on your content, keep your costs under control and drive ad revenue top line,” Mr Malone said.

It has been a hard year for Macquarie Media, which has faced controversies, legal action and an advertiser backlash.

Macquarie Media put 2GB and 4BC programs under review in August after inflammatory comments by breakfast host Alan Jones about NZ Prime Minister Jacinda Ardern caused more than 80 advertisers including Coles and IKEA to pull their advertising spending.

At the same time, Seven Network withdrew advertising spending from 2GB after raising concerns about on-air talent plugging Nine programming.

Meanwhile, 2GB and 4BC mornings host Ray Hadley is facing legal action over the alleged bullying and harassment of a former colleague.

Mr Malone said a challenge would be ensuring advertisers were aware of “powerful” broadcasters Jones and Hadley, despite recent backlash.

“The challenge for us is to make sure advertisers … are aware of the power and influence that Alan and Ray can have in terms of driving results for their business,” he said.

Since major shareholders John Singleton and Mark Carnegie sold the business to Nine, more changes have occurred.

Two weeks ago, chief executive Adam Lang stepped down as his role was made “redundant”, while Nine has flagged integration of editorial and sales teams in the coming months, and has axed Macquarie Sports Radio’s talk shows.

But Mr Malone, the former head of Wide World of Sports who began his radio career on 2UE, is fine about the move.

“I do feel comfortable with the content because I’ve been there and I’ve worked in that environment … and I also feel comfortable with the role back into Nine because of my existing relationships,” Mr Malone said.

He said he had no immediate plans to change the business, but would spend the next few months looking for growth opportunities and integrate it into the broader Nine business. He would not be drawn on the specific efficiencies that would be generated out of the Macquarie Media editorial newsroom, despite speculation it would be combined with Nine’s broader broadcasting arm.

“Initially what you’ll see is it’s all upside. All of a sudden, the radio news team has access to these extra reporters, domestically and internationally. Then as we work through what’s required, we’ll bolster the news teams.”

Mr Malone said it was too early to tell what the future of his other network, Macquarie Sports Radio, would be.

“I’ve got to have a look at what the strategy is for that network and see what the best content is and how that complements the other stations,” he said.

He would not be drawn on the future of the Macquarie Media brand name. “The most important thing in each market is the consumer-facing brand, which is the name of the local radio station and the call sign,” he said.

Nine inherited a 54.5 per cent stake in Macquarie Media after its $4bn merger with Fairfax Media and tabled a $1.46 a share cash offer in August for the remaining 45.5 per cent it didn’t own.