2021 Finalist

Unparalleled Reader Service

Wirecutter, A New York Times Company

Long Island City, United States

Category Commerce

Media associated with this campaign

Overview of this campaign

Our mission is to serve readers’ needs with rigorously researched, tested, and reported coverage on product recommendations and advice.

In 2020, one major initiative was helping people survive and live through the pandemic. Our teams mobilized rapidly to research and report on reader questions on how to prepare, what to buy, and how to cope with Covid-19. Over a few short weeks, we published ~100 articles, covering everything from which household cleaners to use and how to handle packages, which masks really work and how to make the most of your stimulus check. We also worked closely with merchant partners to monitor stocking and supply chain issues. See attached PDF for a full list of our coronavirus coverage.

The holiday shopping season was another major initiative. Knowing there would be pent-up demand from the year as well as altered household finance situations, we ensured that our readers would know the best deals on the best products and be able to purchase them with the best merchants. Starting with the lead-up to Black Friday all the way through Christmas, we vetted hundreds of thousands of merchant deals, published dozens of gift guides and deal posts, and reached readers where they were via social, email, and onsite. See attached PDF for a few screenshots of our coverage.

Underpinning all of this were major investments in technical improvements that have and will continue to enable us to better reach and engage more readers.

Results for this campaign

Our readership skyrocketed throughout the course of 2020 as we addressed readers’ needs. Throughout the first few weeks of the pandemic, traffic grew 80%+ from the previous year, with our Covid guidance leading the way. Over the holiday shopping season, 120%+ readers came to us than the year before.

Furthermore, we maintained our exceptionally high NPS score and received heartwarming reader feedback. Here are a few select quote: “Wirecutter’s coronavirus coverage is perhaps the most actionable I’ve read to date,” “Thanks again for the great public service that you do. You’re the ultimate authority to my family,” and “NYT’s @wirecutter product reviews are so good that I might even call them life-changing. I appreciate you all even more during the pandemic when
we can't go see things in person! Thank you! Thank you! Thank you!”


To contact a company representative about this campaign, click here for the INMA Member Directory

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.