French is currently the head of the Times' Beta group, which includes digital lifestyle products like the recipe site Cooking and the forthcoming TV and movie recommendations site Watching. The Times is an investor in Blendle and TheSkimm, among other properties.Īs part of the deal, The Wirecutter will move its offices into the New York Times building in late November, a person with knowledge of the move told POLITICO.īen French will serve as The Wirecutter's interim general manager. The deal is also one of the largest in recent memory at the Times, which has preferred to invest in and acquire smaller media properties. Gizmodo Media Group (the company formerly known as Gawker) was an early proponent of the business model and now generates about a third of its total revenue from affiliate sales.
The affiliate revenue model has become increasingly attractive to media organizations in recent years. (The late Times columnist David Carr explained how The Wirecutter works back in 2012.) The site extensively tests and reviews products and then recommends the best of those products, which readers can purchase on Amazon and other online retailers when readers click a link to a product and then make a purchase, The Wirecutter gets a small cut of the sale. The Wirecutter's business model is built on affiliate revenue. It's that level of integrity, I'm here to support the mission just as much as the journalists are.The acquisition of The Wirecutter will bring a new, lucrative revenue stream to the Times. She says “Honesty is at the heart of what has made (Wirecutter) so incredibly successful. Leilani Han, Executive Director of Commerce at Wirecutter, believes that one of the reasons content commerce is gaining popularity is due to consumers increasingly looking for trustworthy information about products. Offering its users with reliable product reviews from veteran journalists, scientists, and experts, Wirecutter's authenticity is essential. With no bias, Wirecutter independently reviews everything it recommends, and when users buy products through its links, they may earn a commission. Wirecutter, the product review website owned by The New York Times Company, took full advantage of the e-commerce boom during the pandemic, through successful affiliate programmes. This involves incorporating e-commerce into content creation a publisher will write an article about a product and include affiliate links to purchase that product within the article. The increasing popularity of content commerce is a direct result of marketers looking for alternative ways to reach consumers in the age of declining ad measurability and trackability.
With 49% of brands investing in social commerce content in 2022, we can expect more branded shopping apps, social commerce content, and e-commerce platforms like TikTok Shop in 2023. Content commerce is a rapidly growing industry that combines content creation with e-commerce.
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