Wirecutter Cuts Sweethome Brand, Consolidation Timed To New Site Launch In October

Nearly a year after being acquired by The New York Times Co., The Wirecutter is consolidating spin-off publishing brand The Sweethome under a single Wirecutter brand.

The rebrand, which will be effective in October, coincides with the launch of redesigned Wirecutter website, which draws on the “visual language of The New York Times,” the company said, explaining, “The single site will feature a new logo, colors and fonts as well as a mobile first user experience, with a single column design, more navigable homepage and even more emphasis on deals that help readers save money on recommended products”

Wirecutter represents an innovative digital publishing that is neither dependent on advertising nor subscription revenues, but has been successful generating revenues by taking a percentage of sales of the products and services it reviews for its readers.

“In a digital world of unlimited product selection and little guidance, people need help finding the right products for the right value,” Wirecutter President and General Manager David Perpich, explains in today’s announcement, adding, “Through our unique journalistic approach to solving readers’ purchasing questions, The Wirecutter and The Sweethome have been a place that people have turned to. In creating a single brand and destination across all the major things our readers think about buying, we believe we can make Wirecutter to product reviews what the The Times is to news and information, becoming the brand that is known for being the most trusted, independent and definitive source.”

Since it was acquired by The New York Times Co. in October 2016, Wirecutter Inc. has nearly doubled its staff and has grown its number of product recommendations by 40%.

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