It’s largely been successful, generating $150 million in ecommerce revenue in 2015 and punching way above its weight in terms of clickthroughs. The deal also gives The New York Times a huge back-catalog of product reviews, making it a destination for the kind of service journalism it’s been creating of late with new verticals: Cooking (for recipes), Watching (for TV and film) and Well (for fitness and health).Īs disclosed by Digiday in December, The Wirecutter has partnered with many news organizations - including The New York Times - in a bid for a larger audience. This revenue model has been adopted by several online publishers, including Gawker Media and Vox Media, which are seeking new revenue streams to support their journalism. First, it makes the bulk of its money from affiliate linking fees, the price companies pay publications for referral traffic generated by links to their products. The Wirecutter, a bootstrapped company launched in 2011, was likely appealing to The Times for a few reasons.
It will pay $30 million for The Wirecutter, the 5-year-old tech review outlet founded by former Gizmodo editor Brian Lam. The newspaper, which years ago charted a strategy of selling off its satellite publications, has made an exception to purchase one, The New York Times announced this morning.
Rather than building its affiliate linking business from scratch, The New York Times has decided to buy one.
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