NZME is launching a new lifestyle product to meet the gap in the market left by New Idea no longer producing New Zealand content. The former editor of New Idea magazine, Jacqui Loates-Haver, who has recently been 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. 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 trying."

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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 events 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 www.spy.co.nz 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 SPY.co.nz."

Loates-Haver says SPY.co.nz 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 launches on October 25 while SPY.co.nz 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."