When atn CEO Vic Lorusso joined Australian Traffic Network in 1999, he was a fresh-faced kid still in year 12, chasing a dream of becoming a rugby league commentator. By 2000 he was in a helicopter above Sydney, delivering live reports as the company’s first airborne traffic reporter.
More than two decades later, he’s swapped the cockpit for the corner office, steering the business newly rebranded as atn, through a bold transformation.
Lorusso, who marked 25 years with the company in July this year, is an industry anomaly: a reporter who rose through the ranks to lead an ASX-listed media business. He became CEO in July 2023, at a time when longevity in broadcasting is rare.
His story is equal parts grit, luck, and relentless loyalty to a medium he still calls “the most personal of all.”
And despite his corporate title, he still wakes at 4am to deliver live traffic reports on KIIS, holding tight to the on-air roots that first gave him his start.
Vic Lorusso
A career built on trust and immediacy
“It’s been an awesome journey. I was still in high school, still in year 12, just dying to get on radio,” he recalls. “I started out as a casual reporter, so I never imagined that 25 years later I’d be running atn.”
For Lorusso, audio’s strength lies in intimacy and mobility. “Audio is so personal. You’re in the car, at home, at work, in the gym, it goes where you go. Traffic content is super important, so is news. That’s where audio is so powerful. The trust, the connection, it’s so hard to replicate in today’s busy world.”
That trust is delivered daily by more than 50 reporters nationwide, covering everything from traffic and weather to breaking news.
Under his leadership, the company’s remit has expanded well beyond traffic. atn now provides live, real-time updates across news, sport, weather, and fuel watch, reaching both metro and regional communities.
From hot chooks to big business
Some stories speak to the sheer power of audio. Lorusso remembers one vividly: “It would have been at least 10 years ago. A client called on a Friday afternoon and bought up whatever inventory we had left in Sydney to advertise half price barbecue chickens. We spread the message across networks, even reading the spots from the chopper. An hour later, the sales director called me back and said, ‘Vic, pull the ads, the stores are out of chickens.’ That’s the power of radio. It’s instantaneous.”
That immediacy still shapes atn’s role today. With marketers scrutinising campaign efficiency more closely than ever, last-minute buys are common.
“We get calls from clients saying, ‘Can we get on air today?’ With atn, you can. Most of the inventory is live. That’s where our strength lies.”
Rebrand and reinvention
The company’s rebirth as atn in November 2024 signalled more than a new logo. It was about repositioning the business as a full-service audio provider, one that collaborates, not competes, with radio partners.
“You go to networks for the great 30s, sponsorships, and big-name announcers. Then we amplify that message with 10 seconds. We don’t compete with our partners, we collaborate to offer a total audio solution.”
As part of the rebrand, atn partnered with research leaders Adelaide and Kantar to launch an innovative measurement tool that quantifies attention alongside reach and frequency, a new metric designed to help marketers make smarter audio investment decisions.
The results speak for themselves. In the past year, atn’s stock value has climbed 35%, with growth fuelled by an expanded footprint across multicultural audio and new service categories.
Vic Lorusso
Leading with collaboration
Moving from “chopper to chief,” as some put it, has shaped Lorusso’s leadership style.
“I love saying I’m still a reporter, because I am. Being on air is second nature. But stepping into the CEO role meant setting the business up for success internally. For me, it’s all about team, listening, empowering, and giving people the support and space to succeed.”
He credits much of his growth to chairman Peter Tonagh, whom he calls “an unbelievable mentor.” Together, they’ve steered atn through a shift that positions the company for the next era of digital audio.
Looking ahead
“Digital audio is undoubtedly very interesting, it’s going to continue to grow and we’re excited about how atn can reach even more people,” Lorusso said.
“But our true strength will always come from our trusted voices, our powerful storytelling, our adjacency to premium content, and our ability to collaborate across the audio ecosystem.”
For Lorusso, though, the job is more than a balance sheet. He and his wife Katie have raised four children, and his weekends are often spent volunteering as an auctioneer for children’s charities.
What makes his story compelling isn’t just the business success, but his endurance. He’s the same voice Australians have relied on since 2002 to guide them through peak-hour chaos.
“I’m grateful every day,” he says simply. “From reporter to CEO, it’s been quite the ride.”