Tom Malone didn’t set out to run a national audio network, but he sure built his career like someone who might.
In this episode of Mediaweek’s Newsmakers, the Tapt Media CEO traces his path from newsroom floor to the top job, unpacking the decisions, discipline and industry shifts that now sit behind the launch of the new independent audio business.
From reporter to CEO
Before leading Tapt Media, Malone worked his way up the radio ranks, starting as a reporter before making a strategic pivot.
“I made the switch from reporter to producer because I thought there would be more of a career opportunity for me,” Malone said.
That early move now frames his approach to leadership: understand the mechanics, then scale them.
He did it at Nine, and now he’s planning to do it at Tapt Media.
Malone will also be working closely with the famed Laundy family, who purchased the key talk radio assets from Nine Entertainment Co., including 2GB, 3AW, 4BC and 6PR.
Building from the bottom up
Despite the scale of the assets, Malone keeps returning to the entry point and driving home the importance of training future radio stars from the ground up.
“People come in, and they learn the business,” he explained. “One of the things that we’ve done in the radio business that I’m most proud of is the internships we’ve introduced.”
The program runs multiple times a year across Sydney, Melbourne, Brisbane and Perth, and crucially (and, given this is the media industry we’re talking about), they’re paid.
“The employment rate post those internships is something like 90%,” he added. “Most of the people end up staying on, either in news, digital, social or programming.”
It’s a practical answer to a broader industry question: how to build talent pipelines that actually convert.
The difference between talking and connecting
Malone draws a clear line between performance and connection.
“There’s something about radio that you have to love,” he said. “But I think also there are things that can be learned as well.”
For example, did you know there’s a difference between being a good announcer and being a good broadcaster?
Well, there is.
“A broadcaster’s someone that’s on air, and they’re talking to the audience and having a conversation with them, not talking at them.”
It’s a definition that speaks directly to talkback radio’s core strength – real-time engagement at scale.
The people behind the mic
There’s also a quieter and rarely seen code to managing on-air talent.
“In some ways, radio personalities are a lot more fragile than TV personalities,” Malone said, “it’s because they’re behind a microphone, and they’re not used to the exposure as much as TV stars are.”
A new phase for radio
For Malone, Tapt Media represents both continuity and change.
“Tapt Media as a brand is initially a corporate brand and a trade brand. We want to have a national footprint,” he says.
While the strength of 2GB, 3AW, 4BC and 6PR remains central, the focus is on building a unified digital platform that brings streaming, podcasts and on-demand content into a single ecosystem.
“We want to get to a national digital platform where you can stream all of our radio stations and access all of our content.”
Alongside that sits a broader commercial ambition – expanding beyond traditional ad models and investing in new formats and distribution.
“There’s an incredible energy around the opportunity not only to improve the performance of the current business but also to better exploit and commercialise our content.”
You can listen to the full conversation here or wherever you get your podcasts.
Main image: Tom Malone