The Spinoff: New Zealand's Digital Magazine for Current Affairs and Culture
Launched on September 10, 2014, The Spinoff has evolved from a niche television blog into one of New Zealand's most prominent online magazines and news websites. Founded by Duncan Greive, the publication is recognized for its left-leaning perspective and its deep dives into current affairs, political and social analysis, and cultural commentary.
The platform serves as a multi-platform hub, delivering content through its primary website, specialized newsletters, podcasts, and online video series. By blending journalistic rigor with a modern digital approach, it has established itself as a key voice in the New Zealand media landscape.
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Key Facts
- Founded: September 10, 2014, by Duncan Greive.
- Focus: Current affairs, political/social analysis, and cultural commentary.
- Revenue Streams: Commercial sponsorship and reader subscriptions.
- Ownership: Owned by founder Duncan Greive and his wife, Nicola.
- Leadership: Led by CEO Amber Easby and Editor Veronica Schmidt.
Business Model and Content Evolution
The Spinoff began its journey as a TV blog sponsored by the streaming service Lightbox. Over the last decade, it has diversified its offerings significantly. In 2019, the publication introduced Spinoff Members, a subscription model providing various benefits to its loyal readership.
The publication operates on a transparent funding model. According to founder Duncan Greive, the business relies on partnerships and sponsorships, with clear disclosures when content is funded. This approach allows journalists a high degree of editorial freedom when writing non-partnered content, ensuring the output remains aligned with audience interests.
Strategic Partnerships and Art Initiatives
In July 2020, The Spinoff entered a content-sharing agreement with the New Zealand Herald to expand its journalistic reach. Additionally, the publication has a strong commitment to the arts; in 2019, it received funding from Creative New Zealand to commission work on contemporary New Zealand artists, with the section edited by critics Megan Dunn and Mark Amery.
Public Health Impact and Global Reach
During the 2020–21 COVID-19 pandemic, The Spinoff gained international attention through a collaboration between microbiologist Dr Siouxsie Wiles and cartoonist Toby Morris. Together, they created a series of public health illustrations and animations explaining the virus.
These resources were published in both English and te reo Māori (the indigenous language of New Zealand). After being noticed by a communications officer from the World Health Organization (WHO), the materials were released to Wikimedia Commons, where they have since been utilized by public health services worldwide.
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Staff, Contributors, and Media Ventures
The publication has featured a wide array of contributors, including journalists and public figures such as Toby Manhire, Madeleine Chapman, Steve Braunias, and Ranginui Walker. Its diverse contributor list reflects its broad focus on social and political issues.
The Spinoff also ventured into traditional broadcasting with The Spinoff TV. A collaboration with MediaWorks, the show covered pop culture and current affairs. Hosted by Leonie Hayden and Alex Casey, it premiered on the Three network on June 22, 2018, running for a single season of 16 episodes before concluding on October 5, 2018.
Recent Challenges and Legal Disputes
Like many digital media outlets, The Spinoff has faced economic pressures. In November 2024, the publication proposed cutting four staff roles as part of a cost-reduction strategy.
The publication has also been involved in high-profile media disputes. In December 2024, The Spinoff reported on the restructuring of the media company Stuff, which involved splitting into Stuff Digital Limited and Masthead Publishing. By March 2025, The New Zealand Herald reported that Stuff had threatened legal action against The Spinoff regarding its coverage of this restructuring.
| Attribute | Details |
|---|---|
| Founder | Duncan Greive |
| CEO | Amber Easby |
| Editor | Veronica Schmidt |
| URL | thespinoff.co.nz |
| Launch Date | September 10, 2014 |
| Primary Language | English |
Frequently Asked Questions
How does The Spinoff make money?
The Spinoff generates revenue through a combination of commercial sponsorships and a subscription model known as Spinoff Members, launched in 2019.
What is the political leaning of The Spinoff?
The publication is described as being left-leaning in its political and social analysis.
Who created the COVID-19 illustrations used by the WHO?
The illustrations were a collaborative effort between microbiologist Dr Siouxsie Wiles and cartoonist Toby Morris.
What happened to The Spinoff TV?
The Spinoff TV was a 16-episode series that aired on the Three network in 2018. It was not renewed for a second season.
Who owns The Spinoff?
The business is owned by its founder, Duncan Greive, and his wife, Nicola.