As AI transforms how consumers search and shop, Wirecutter wants to be more than a product review site built on affiliate links.
The New York Times-owned brand is expanding into new verticals, story formats and editorial franchises that advertisers can sponsor, as it works to diversify its revenue and audience reach. Wirecutter’s motivation to expand is to find more ways to monetize and distribute its product recommendations, while reducing its dependence on search-driven affiliate commissions.
“Wirecutter has been on a pretty intense path of diversification. We have been focusing on diversifying our journalism, our audience model and our revenue model,” said Cliff Levy, deputy publisher of Wirecutter.
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