NZME replaces Living mag with Spy

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NZME’s Sunday Herald launched its new lifestyle insert Spy at the weekend. The company says the new title aims to meet the gap in the market left by New Idea no longer producing New Zealand content.

What follows is the PR from NZME. Scroll to the end to read M+AD’s view.

The former editor of New Idea magazine, Jacqui Loates-Haver, who was recently appointed as NZME’s head of lifestyle, says the new-look Spy magazine will also have a digital and on-air radio presence, taking advantage of NZME’s multiple channels.

Loates-Haver described the changes as fresher and edgier. “NZME identified there was a huge opportunity for a lifestyle product that drew on the best bits from a women’s magazine but was available as part of the Herald on Sunday newspaper,” she said.

“It will feature entertainment news produced by New Zealand Herald Entertainment team, headed by Joanna Hunkin, celebrity news produced by Spy contributor Ricardo Simich great food content produced by Jo Elwin and her team at Bite, puzzles, and travel content provided by Herald Travel Editor Winston Aldworth.”

Importantly, Loates-Haver says, it’s been created with New Zealanders’ lifestyles in mind.

“We know from reader feedback how important food and travel are for weekend reading. Sunday is when people have more time to relax and read the paper, be inspired about a new destination, to try a new recipe for dinner while also gaining an understanding of what’s new, happening and worth


Led by Simich and photographer Norrie Montgomery, Loates-Haver says Spy will have a “must-see” Spy Parties section as well as continuing to bring readers the latest celebrity news, photos and videos from the most exclusive event around the country.

“With an invite to every party, they are the chosen, trusted two. It’s from this strong base that Spy will now be across radio, and digitally through and on social media.”

Simich believes that Spy’s continued growth is attributable to the influence of celebrities across

movies, television and radio, music, sport and politics, on our lives.

“They shape our world, make us laugh and cry, and set trends. We love them and want an insight into their lives; consequently we want to know what they’re wearing, where they are holidaying and the latest in their careers.

“Closer to home New Zealand’s growing red carpet and social scene are a fascination to our readers. Norrie and I are here to bring that to life, in fact we’re hugely excited to be part of the new Spy which starts your Sunday and lives throughout the week at”

Loates-Haver says will feature a wide range of new digital content, including video, galleries, captivating international content, exclusives, including a countdown of New Zealand’s social media power players and a new weekly column by Megan Sellers from ZM plus columns from some of New Zealand’s best-loved personalities.

“SPY is expanding to be available wherever its fans want to get the latest as it happens but we appreciate over the weekend it’s nice to be able to flick through inspiring and entertaining lifestyle pages over a coffee at your local café.”

The Spy brand has already been introduced across NZME radio stations including ZM, The Hits, The Mix and Flava, while a daily video wrap of the day’s biggest celebrity news will feature online, presented by ZM hosts PJ Harding and Cam Mansel. PJ will also host the new Street Style.

“SPY magazine launched while is already up and running,” Herald on Sunday

editor Miriyana Alexander confirmed. “This is the start of a number of exciting changes readers can

expect from their favourite Sunday newspaper.”

M+AD notes that the PR does not mention the apparent demise of the Living magazine insert in the Herald on Sunday. Living contained some of the columnists who have now taken redundancy, and other relevant features – few of which are covered in Spy, which has an almost relentless focus on lightweight gossip.

We believe the changes will do nothing for Herald on Sunday print circulation and – ultimately – feed into the global wind-back of print.

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