Nevertheless, it’s thought by industry sources to be in the low tens of millions annually. Frumin declined to comment on the site’s revenue beyond that it’s growing. Ultimately, this is all meant to expand Wirecutter’s business as a whole, which is almost entirely based on affiliate revenue, plus a little advertising. And adding other product areas beyond style and beauty, like data and privacy and emergency preparedness.

And he’s thinking of all sorts of new content, from lists to magazine-level features. We want to be a destination not just for great purchasing advice, but a place where people can learn and laugh and enjoy.”īringing on more of a focus on editorial-type content will get Wirecutter in front of more readers, Frumin thinks. “Right now, we’re more of a utility - we used to call it the ‘bored-at-work business model,’” Frumin said. And again, all adjacent to the site’s core of product reviews and recommendations.

So not just tech-bro types looking for the best noise-canceling headphones.Īlong that line of thinking, Frumin also sees plenty of room for Wirecutter to expand into new kinds of content. “He can find beauty in the everyday, and the things that are compelling, and really understands what kind of aesthetic and form and beauty and style will bring joy to people’s lives,” Frumin said.īut with his eye on expanding Wirecutter’s audience, Frumin noted that Chen has proven “extra adept at appealing to different kinds of readers,” like women and people of all races.

Frumin is enthusiastic about adding Chen as a deputy editor, not only because of his admiration of The Strategist, but because Chen is someone he says has “really exceptional taste.”

New york times wirecutter phone screen