The Spinoff

https://thespinoff.co.nz/

The Spinoff is one of the most popular media organisations in NZ. It was founded in 2014 by Duncan Greive as a digital magazine, and covers current affairs, social issues and pop culture. Its an independent company with a small team of staff writers, and also contracts freelances to provide reporting from time to time. They're a great supporter of journalists in NZ and the media industry in a whole. Funding comes from donors/memberships as well as partnership deals with sponsors. Recent industry climate has seen them call on NZers to set up ongoing memberships to support their work.

Source: Project Oasis New Zealand

Last updated date: March 2026

Location:
New Zealand
Year the organization started publishing:
2014
Languages:
English
Te reo Māori
Type of coverage:
National

Content

Editorial coverage:
Generalist, focused on multiple topics
Type of content produced by theme:
Science
Entertainment and culture
Sports
Economy and business
Entrepreneurship
Economy and finance
Journalism industry
Education
Lifestyle
Environment
Politics
Health and well-being
Society and human rights
Gender
Feminism
LGBTIQ+
Ethnic minorities
Religious minorities
DEIA: Diversity, equity, inclusion and accessibility
Refugees
Migration
War crimes and transitional justice
Technology
Journalism genres:
Chronicles and non-fiction
Essays
Interviews and reporting
Graphic novels and comics
Opinion
Investigative journalism
Narrative journalism
Satire
Reviews
Journalism coverage types and techniques:
Breaking news
Live coverage of events
Data journalism
Crowdsourcing
Solutions or constructive journalism
Explanatory journalism
Collaborative journalism
Fact-checking
Curated/aggregated content
Tech platforms and other mediums used:
Website
Newsletter
Social media platforms
Podcast
Mobile app
YouTube
Twitter
Facebook
Instagram
Tiktok
LinkedIn

Audience and reach

Social media audience

Facebook number of followers:
147,000
Twitter number of followers:
64,000
Instagram number of followers:
50,500
YouTube number of followers:
69,600
Tiktok number of followers:
4,323

Management and team

Founders

Female:
0
Male:
1
Founders:
Duncan Greive
Directors:
Amber Easby (CEO), Madeleine Chapman (Editor), Toby Manhire (Editor-at-large), Elisa Rivera (Head of Commercial), Anna Rawhiti Connell (Head of Audience)

Team

Full-time employees:
25
Part-time employees:
1
Freelancers or consultants:
30
Volunteers:
0

Business structure and revenue sources

Organization tax status:
For-profit
All revenue sources reported by media leaders:
Grants
Advertising
Consultancy services
Content services for others
Audience support / reader revenue
Grants from private donor organisations
Grants from Google
Grants from local and national government, and other connected governmental institutions or entities
Programmatic ad networks
Branded content or native advertising
Local advertising sold by own team
National advertising sold by own team
Advertising sold by an external agency
Event sponsorships
YouTube channel income
Services for clients and other private corporations
Content development for other media
Content development for other non-journalistic companies
Memberships
Crowdfunding campaigns
Individual donations
Event ticket sales
Newsletter advertising or sponsorship
Content syndication/ licensing
The primary source of revenue reported by media leaders:
Products and ecommerce
The second most important revenue source reported:
Audience support / reader revenue

Transparency

Doesn’t publish information about annual revenue
Doesn’t publish the names of donors
Doesn’t have an ethics policy / manual
Has a data privacy policy
Publishes a data privacy policy
Doesn’t have a whistleblower policy
Doesn’t publish a whistleblower policy
Has a complaints policy
Doesn’t publish a complaints policy
Has a sexual harassment or institutional violence policy
Doesn’t publish a sexual harassment or institutional violence policy
Is signed up to a press regulator, trust initiative, or part of a press association
Publishes up to date information about its team

Why is this profile included?

This media outlet is part of our directory because it meets SembraMedia’s inclusion criteria: it produces original content, serves the public interest, and works with independence and transparency. This profile was developed using information provided directly by the media outlet, through surveys or interviews. We aim to keep the information current, but SembraMedia does not guarantee its accuracy or completeness, and recommends verifying any key details with the media organization.

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