The Spinoff Editor Madeleine Chapman to step down

After four “extremely fulfilling and busy years in the role”, The Spinoff Editor Madeleine Chapman will step down in late 2025.

She will return to The Spinoff as a Special Correspondent. 

While the news will surprise many, it was all part of the plan for Chapman, who has been part of The Spinoff team for a decade.

Announcing the news in The Spinoff this morning, Chapman wrote: “This is where you’d expect to read something like it was a really difficult decision but in my case, and for reasons I’m proud of, it wasn’t. When I accepted this job in 2021 as a mere child (27), I made two promises to myself.

1. I would commit fully to the role and do it for three years or until I felt that I had done what I wanted to do as editor.
2. I would regularly check in with myself to reflect on the first promise.

“I kept the second promise and when I checked in with myself earlier this year, I realised that three years had passed and I had done what I wanted to do as editor.”

Meteoric rise through the rankings

Chapman’s career at The Spinoff has been meteoric. After writing to then editor Duncan Grieve asking for work – her mum was nagging her to get a job – Chapman began as the online magazine’s first intern in 2016. By 2021 she was editor. In between, she rocked the nation with her rankings of all the types of chips in Aotearoa, followed by all the lollies and then (perhaps most controversially) all 142 flavours of biscuits.

At the time she was appointed, Chapman was the youngest editor of any major local publication.

Chapman has cemented The Spinoff’s position as the coolest online publicaton in Aotearoa, delivering daily content from pop culture to politics. The magazine has a distinct focus on engaging younger and underserved audiences. At the same time, Chapman has been dedicated to nurturing emerging talent.

Membership recruitment drive

Chapman has also overseen a huge recruitment drive for supporters – aiming to secure regular funding to protect the platform. The Spinoff set an ambitious goal of doubling its membership in 2025. It asked its regular audience of half a million who consume its content for free to become paying members. The ‘Find your corner’ campaign launched at the start of May.

The Spinoff’s audience grew significantly under Chapman’s leadership. The platform hit a 2024 post-Covid traffic high of over 7 million visitors and 38 million minutes of content engagement. Podcast downloads surpassed 1.1 million, and a recent Talbot Mills survey highlighted The Spinoff’s strong connection with younger audiences. More than half of readers are under 44 and it has an exceptional 93% trust rating.

‘Incredible ability’

“Madeleine has been instrumental in The Spinoff’s success,” says The Spinoff CEO Amber Easby.

“She has an incredible ability to connect with audiences and has built a truly exceptional team. We are thrilled she will continue to contribute her unique voice and perspective.”

Head of Audience Anna Rawhiti-Connell adds: “Madeleine’s editorial direction has been deeply aligned with our audience strategy, resulting in significant growth and engagement. Her understanding of what resonates with our audiences has been invaluable.”

Meanwhile, Founder Duncan Greive, says: “From day one, Madeleine showed incredible promise, but no one could have predicted the editorial force she would grow into. She is a writer possessed of both offbeat humour and a profound moral code, and leaves The Spinoff with a strong sense of its place in the world and a vital voice beloved by its members.”

What’s next for Chapman and The Spinoff

After what it describes as an “extensive” recruitment process to find its next leader, The Spinoff is planning “a substantial handover period to ensure a smooth transition”.

This will be the platform’s fourth editor, and the first time it has recruited publicly. The Spinoff’s first editor was founder Duncan Greive, followed by current editor-at-large Toby Manhire.

“Being The Spinoff’s third editor has been the most intense and satisfying role of my career, which admittedly has been almost entirely at The Spinoff,” writes Chapman.

“I am incredibly proud of what the editorial team here has achieved over the past four years. I can only hope that I was able to contribute to a broadening of perspectives and storytelling in New Zealand media. And that readers were compelled to think and to laugh, thanks to our work.

“After four incredibly fulfilling years, it’s time for someone new to bring their vision to this exceptional team of writers, editors and producers. I can’t wait to find out who that person is and to see what The Spinoff becomes under its fourth editor.”

“Do not mistake this for some noble, selfless act though,” writes Chapman. “I’m excited to have a bit of a rest and to explore new opportunities in potentially vastly different areas of work and life.”