AUCKLAND, Today: The Spinoff has joined forces with Daylight to help double its membership and keep the beloved platform alive for years to come.
It’s been a tough year for local media. Ad revenue’s tanked, funding’s dried up, and even big-name outlets have shut shop. The Spinoff isn’t immune.
Despite having one of the most loyal audiences in the country, its future has been hanging in the balance. So now, they’re asking readers to step up.
The goal? Double memberships in 2025. That means turning more of their 500,000 monthly readers into paying supporters to help fund their independent journalism.
“We’re proud to be at the heart of life here in Aotearoa.” – Anna Rawhiti-Connell
Anna Rawhiti-Connell, The Spinoff’s head of audience, says, “Whether it’s our rigorous political and current affairs coverage, sharp pop culture analysis, or humorous but deadly serious rankings, we’re proud to be at the heart of life here in Aotearoa.
“But right now, only 3.2% of our regular audience support us financially. Now, more than ever, amid global turbulence and battles over control of media, we need those who value our independent journalism to show that by supporting our mahi.”
To help bring that vision to life, they’ve teamed up with creative studio Daylight on a clever new campaign called Find Your Corner of The Spinoff.
The campaign flips audience data into playful content compasses, inspired by the political spectrum, but way more fun and definitely more Spinoff.
Each compass is based on real member insights and features portraits of actual supporters, shot by Film Construction’s Jake Dennis and styled using live audience data.
Daylight’s Charlie Godinet says, “The Spinoff are family, and we’re dedicated to helping them in any way we can. I’d really like to thank all the incredible members we met in the creation of this campaign.
“The Spinoff are family, and we’re dedicated to helping them in any way we can.” – Charlie Godinet
“These are people saving independent media in this country, and we all need to join them to ensure quality journalism survives.”
More than 30 unique compasses have already popped up around the country, spotlighting everything from bike lanes to MAFS drama, political debates, and even speed puzzling.
Big thanks go to Phantom Billstickers and JCDecaux for backing the national outdoor campaign. There’s also a social rollout, print and podcast plugs, and more online.
You can find member profiles and dive into the campaign at findyourcornerofthespinoff.co.nz. The campaign will keep evolving all year as The Spinoff pushes to hit that goal.
CREDITS
Client: The Spinoff
CEO: Amber Easby
Head of audience: Anna Rawhiti-Connell
General manager: Sophie Dowson
Senior producer: Jin Fellet
Podcast manager: Te Aihe Butler
Studio: Daylight
CEO: Lee Lowndes
ECD: Charlie Godinet
CD: Anna Rose Kerr
Senior copywriter: Scott Moyes
Art director: Conal Wilson
Design director: Billy Baxter
Senior business director: Zoe Scheltema
Project manager: Yi-Lin Lau
Digital motion director: Renée Jacobi
Production company: Film Construction
Executive producer: Belinda Bradley
Photographer: Jake Dennis
Phantom Billstickers: Anton Burian
JCDecaux: Josie Sutherland
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