Our story

The Spinoff’s mission is to be Aotearoa’s home for independent journalism, illuminating perspectives and good times.

Founded in 2014 by journalist Duncan Greive, The Spinoff began as a site covering local television, and quickly expanded to current affairs and culture – including politics, television and film, books, music, business, sport, and te ao Māori.

Today, The Spinoff is led by CEO Amber Easby and editor Veronica Schmidt, and employs nearly 30 people with offices in Tāmaki Makaurau and staff in Pōneke, Ōtautahi and Ōtepoti.

How is The Spinoff funded?

The Spinoff’s revenue comes from three main buckets. First, comes the donations from our generous Members – people happy to pay to keep The Spinoff independent and free for all, not just those who can afford it. Every dollar donated is spent on journalism.

Next is advertising and commercial partnerships, which helps cover our other operational costs. We have the most engaged audience in New Zealand and a growing reach – making us the perfect partner for local brands.

However, the steep decline in advertising for local media has been well documented, with an estimated 70% of advertising spend now going to large, unregulated overseas technology companies. We sincerely appreciate all of The Spinoff’s clients and partners who remain committed to working with us, both now and in the future.

Last comes a bundle of projects  – we receive some funding from Google for technology-based work, funding from NZ On Air to make series like Juggernaut and Now You Know, and Creative NZ funding for our books coverage. These projects would not be possible without external funding. 

If you value reading, listening to or watching our work, please consider supporting The Spinoff today. 

If you are already a Member, thank you for your generosity. We quite literally could not do this without you. 

The Spinoff's editorial principles

Our editorial coverage is guided by the below principles. We also try to have a sense of humour (where appropriate).

We are ambitious.

For each other, for our work and for our audience.

We are curious.

About New Zealand and its place in the world. 

We act in good faith.

We attempt to characterise views or events in terms subjects would recognise. Especially when arguing against them.

We honour Te Tiriti o Waitangi.

The Spinoff recognises Aotearoa’s founding document and is committed to the principles it embodies.

We strive for balance.

And allow for ideological diversity. While our people will have their own perspectives, our publication contains a multitude.

We give subjects and sources a fair hearing.

We bring an open mind to issues, even those that we and/or our audiences might have strong feelings about.