Launched in 2014 The Spinoff is New Zealand’s fastest growing online media brand producing content that’s smart, funny and provocative. 

We’re enjoyed by an audience of over 700,000 New Zealanders* monthly. Socially, our daily organic reach is over 100,000 people.

*Based on an average of Aug, Sep, Oct 2017 unique user numbers (Google Analytics).

We’ve assembled a team of agenda-setting journalists and critics, working across text, audio and video to create a true 21st century media brand. Our growth has been driven by a creative editorial style and innovative business model, emphasising long-term relationships with like-minded brands and a close connection with a young, educated and urban audience. The Spinoff has been nominated for 24 Canon awards in two years, winning six. Duncan Greive was named Creative Entrepreneur of the Year in 2016, and he and The Spinoff won multiple awards including Editor of the Year, Media Visionary and Digital Media Brand in NZ Marketing’s July 2017 media issue.

Right now, every left-leaning, media-savvy, university-educated hipster you know (and probably their baby boomer parents) are reading the The Spinoff. The website is the rising star of New Zealand journalism: smart and stylish, the toast of Twitter, hitting the strong, provocative and often feminist notes readers would appear to lap up.

Sunday Magazine, August 2016

Our Staff

Duncan Greive
Managing Editor

Duncan Greive

Duncan Greive is founder and managing editor of The Spinoff.

Kerryanne Nelson
General Manager

Kerryanne Nelson

Kerryanne Nelson is GM of The Spinoff and manages all new business and commercial relationships. Email her on kerryanne@thespinoff.co.nz

Toby Manhire
Editor

Toby Manhire

Toby Manhire is the editor of the Spinoff. Where possible he collaborates with other people called Toby. Email him on toby@thespinoff.co.nz

Catherine McGregor
Deputy Editor

Catherine McGregor

Catherine McGregor is the Spinoff’s Deputy Editor, managing production and social media.

Alex Casey
Senior Writer

Alex Casey

Alex Casey is the Senior Writer at The Spinoff and host of the On the Rag podcast. Email her on alex@thespinoff.co.nz

Henry Oliver
Music Editor

Henry Oliver

Henry Oliver is the Spinoff's music editor and an aspiring liner note writer. Email him on henry@thespinoff.co.nz

Emily Writes
Parents Editor

Emily Writes

Emily Writes is editor of The Spinoff Parents. She is a mother of two, the best-selling author of Rants in the Dark - From one tired mama to another, writer and speaker. He second book Is it bedtime yet? is out at the end of July 2018. Email her on emily@thespinoff.co.nz

Alex Braae
Staff Writer

Alex Braae

Alex Braae trades sleep for news to compile The Bulletin, which he'd quite like you to sign up for. Email him at alexbraae@thespinoff.co.nz

Leonie Hayden
Ātea Editor

Leonie Hayden

Leonie Hayden (Ngāti Whātua o Kaipara, Ngāti Rango) is the editor of Ātea, The Spinoff's Māori content channel. She is the former editor of Mana magazine and Rip It Up magazine. Email her on leonie@thespinoff.co.nz

Steve Braunias
Books Editor

Steve Braunias

Steve Braunias serves as editor of the Spinoff Review of Books. He is a staff writer at the New Zealand Herald, appears to be life president of the Wintec Press Club, and is the author of nine books. Steve was born in Tauranga in 1960.

Simon Day
Partnerships Editor

Simon Day

Simon Day (Tainui) is the Spinoff’s partnerships editor. He previously worked for World Vision and as a journalist for Fairfax Media. Email him on simonday@thespinoff.co.nz

José Barbosa
Staff Producer

José Barbosa

José Barbosa oversees all The Spinoff's video and audio content. He's previously worked as news director at 95bFM and as reporter for TVNZ7's Media7. Email him on jose@thespinoff.co.nz

Mark Kelliher
Partnerships Manager

Mark Kelliher

Mark Kelliher is the Partnerships Manager for The Spinoff. He is very open to welcoming new brand partners onto the site. Email him on mark@thespinoff.co.nz

Madeleine Chapman
Staff Writer

Madeleine Chapman

Madeleine Chapman is a staff writer at The Spinoff. Email her on madeleine@thespinoff.co.nz

Don Rowe
Staff Writer

Don Rowe

Don Rowe (Ngāi Tahu) is a staff writer at The Spinoff. He was the 2015 Canon Media Awards student journalist of the year and the 2017 junior long form feature writer of the year. Email him on don@thespinoff.co.nz

Alice Webb-Liddall
Production Intern

Alice Webb-Liddall

Alice Webb-Liddall (Ngāti Porou, Ngāti Pikiao) produces podcasts for The Spinoff. She’s fresh from the New Zealand Broadcasting School where she majored in Journalism.

Jihee Junn
Staff Writer

Jihee Junn

Jihee Junn is a staff writer at The Spinoff. Email her on jihee@thespinoff.co.nz

Sam Brooks
TV and Gaming Editor

Sam Brooks

Sam Brooks is a playwright, journalist and critic. Email him on sam@thespinoff.co.nz

Tina Tiller
Designer

Tina Tiller

Tina is The Spinoff's in-house designer. She is a graduate of Unitec's design and visual arts degree, majoring in graphic design.

Scotty Stevenson
Senior Sports Writer

Scotty Stevenson

Scotty Stevenson is a senior sports writer for The Spinoff, and a commentator and columnist.

Our Audience

What We Offer

There are various ways to work with The Spinoff. On our platform we can create campaign-style, or ‘always on’ sections which pursue conversations relevant to your brand. Alternatively, we can create custom content for your own channels, tailored to your audience and hitting specific, mutually agreed communication messages. We’ll work alongside a range of award winning writers and producers to bring your stories to life.


How we work

Section ownership

Complete brand ownership and association of all content within specific sections, including branded editorial accompanying each story linking to the brand partner’s site.

Sponsored stories

One off pieces or longer content series in the form of opinion pieces, feature interviews, or case studies. Here’s a piece from a series we produced for Auckland Tourism, Events and Economic Development (ATEED) on GridAKL.

Video production

Branded video pieces or series featuring animation, interviews, infographics and illustration. Video is featured both on our site and within our social media channels. Watch the series we created alongside with Kiwibank on The New Economy.

Podcast sponsorship

Brand partnerships across existing podcast series, or bespoke conversations which can include panel discussions, debates and interviews. Opportunities for these to also be livestreamed on social channels for wider exposure. We currently produce a number of different podcast series including Business is BoringOn The Rag, The Real Pod and Gone By Lunchtime.

Social media amplification

Every piece of our content is leveraged via social media – FacebookTwitter and Instagram, with a dedicated media spend per post, to help amplify its reach.

Content ownership

All pieces of sponsored content are produced with versatility and longevity in mind. They can be used for further promotion through sponsors’ own channels, further expanding their reach and engagement.


We’d love to talk to you about how we can work with your brand.
Contact our GM Kerryanne Nelson
kerryanne@thespinoff.co.nz / 0273343505

Editorial enquiries to catherine@thespinoff.co.nz

The Spinoff Custom

Imagine a world where your customers looked forward to receiving your marketing. What if they heard from you via EDMs, social channels, podcasts and video – and shared that content with their friends? Content marketing is becoming essential for brands to tell their stories and engage with customers.

The Spinoff Custom produces high quality content for brands. We work with some of New Zealand’s best writers and photographers to produce Barkers’ 1972 magazine, a Canon Award-winning magazine. We also supply smart, provocative content for RugbyPass, an international rugby union and league streaming platform. We make video and written content for Flight Centre too, deployed across their blog and social channels.

“Using content to build unique, authentic experiences is so important because it builds the trust essential to attracting and keeping customers in our time constrained, budget-constrained, media-saturated world.” Forbes Insights & PwC Content Survey, January 2016 Talk to us today about what you’d like to create.

kerryanne@thespinoff.co.nz / 0273343505

mark@thespinoff.co.nz 02041639670

Brands we work with and what they think

Lizzie Havercroft 
Partnerships Manager, Spark

Faced with a generation of walking ad-blockers, brands looking for love have no choice but to invest in quality storytelling. With The Spinoff, we cut through with authenticity as friends. We’re so proud to partner with New Zealand’s smartest writers and people who truly understand who we are and our vision. We trust their talent and values implicitly - because that’s the magic that consistently delivers mind-blowing engagement results (you know, the ones that matter). 10/10 would partner again.

Clayton Foster 
Content Manager, Kiwibank

We approached The Spinoff to produce a series of videos that would engage with economic issues in a way that wouldn’t put people to sleep. Through working with The Spinoff production team and economist superstar Shamubeel Eaqub, we were able to develop, in a very organic way, a series of videos that were authentic to all involved and hit the mark with the audience. The Spinoff production team were very easy to work with, responsive to feedback and expert in knowing exactly how to engage with their core audience on topics that, at first glance, might appear to be outside of the expected sphere of interest.

Vanessa Young 
The MacDiarmid Institute

We are delighted to have been able to help The Spinoff set up a science section – for the chance to get lively-written science stories in front of The Spinoff’s young and engaged (and growing) audience. The science section has also given us the opportunity to get some well written and accessible sponsored stories by a Spinoff writer on MacDiarmid hi-tech materials science and innovation – an area of science not commonly read or understood by young New Zealanders – in front of this audience. The team at The Spinoff is great to work with; responsive and smart. They quickly understood our vision for the science section and have worked closely with us to ensure that it has been as we hoped, at every step of the way.

Brenna McGuinness 
General Manager, BON Tampons

After BON began sponsorship of The Spinoff’s: On The Rag podcast, we noticed an 37% increase in traffic over the next 24 hours. And it continued! Our decision to sponsor the podcast has given us great marketing opportunities - we reached new customer base and saw real sales as a result. We love the content The Spinoff creates and it continues to be a great fit for our brand.

The Spinoff Partners

As well as our staff content creators, we also collaborate with key external partners to bring the best multi-media content ideas to life – and put them in front of the right audience.

Vanishing Point is a digital agency specialising in interactive and immersive storytelling that allows brands and organisations to hook an audiences’ interest and keep them engaged. We can combine data visualisation, beautifully shot video and elegant web design with new technologies like virtual and augmented reality to make the complex look simple. Vanishing Point created Unsettled, an interactive documentary on the housing crisis, funded by NZ on Air.

Moloney Moloney are social media partners, helping organisations commercialise on the opportunity of embracing and adapting to evolving online behaviours. They have collaborated with The Spinoff on projects which link brands to great content executions and social media strategies.

Toby Morris is a comic artist, illustrator and writer known for non- ction comics and political cartoons. His new series for The Spinoff is called The Side Eye, and uses a comic format to explain, question and explore political and social issues in a clear, concise and accessible way. He is a two time Canon award winner for his media work and as a commercial illustrator has drawn everything from L&P cans to the Edmonds Baking Powder box.