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I’ve asked both Lam and the Times for comment. The Times itself saw digital ad dollars drop 7 percent last quarter, citing “declines in traditional web display” ads. The Wirecutter also owns The Sweethome, which takes the same approach for home appliances and other gear.īoth sites make their money via affiliate links, which generate revenue when consumers click on them and make purchases via e-commerce sites like Amazon.ĭigital publishers have become increasingly interested in that approach, as digital advertising revenue becomes more difficult to find. The Wirecutter provides recommendations for electronics and other gadgets that are both obsessively researched and simply presented. The Times will pay more than $30 million, including retention bonuses and other payouts, for the startup, according to people familiar with the transaction.īrian Lam, a former editor at Gawker Media’s Gizmodo, founded The Wirecutter in 2011, and has self-funded the company’s growth.

The New York Times is buying The Wirecutter, a five-year-old online consumer guide. This makes Wirecutter an important source of money for the Times, especially considering the paper’s otherwise declining advertising revenue. As of 2018, Wirecutter brought in 20 million a year (albeit that’s revenue as opposed to pure profit).

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