The PR Net Digital Event Recap: Affiliate Strategies with Wirecutter's Leilani Han

This week, we hosted an exclusive webinar featuring Leilani Han, Executive Director of Commerce at Wirecutter, The New York Times’ trusted source for product recommendations. We got a behind-the-scenes look at how Wirecutter evaluates products, builds partnerships, and leverages affiliate marketing to shape its editorial content. Attendees also gained actionable tips on pitching brands, optimizing affiliate strategies, and navigating trends in performance marketing. 

The takeaways: 

• Understand Wirecutter's priorities and goals, focusing on reader value! Consistent and informed outreach, with an understanding of Wirecutter's business model and economics, is crucial
• Wirecutter's product evaluation process begins with understanding the target audience and their usage needs, beyond just product specifications. Considerations include sustainability, privacy issues, and accessibility needs
• Wirecutter tests products in real-life scenarios, sometimes in unconventional ways (e.g., swimming with duffle bags to test waterproof features). They specify testing methodologies in their guides, adapting to the type of product being tested
• Their model relies on the trust built with readers
• Do's and Don'ts for Pitching:
  • Understand Wirecutter's coverage and testing methods; highlight product strengths in pitches.
  • Avoid pitching journalists outside their beat .
  • Do follow up, but no more than 1-2 times.
  • Be timely in responses if Wirecutter shows interest in testing a product.
• Common Mistakes:
  • Assuming sample acceptance guarantees coverage or favorable reviews.
  • Sending before asking; Journalists at Wirecutter can't accept unsolicited samples, so ask if they want a sample first.
  • Pitching with an emphasis on affiliate rates, which is discouraged.
• Avoid discussing affiliate rates with journalists, as they are independent of the business side.
• Stay informed about debates on proper crediting in affiliate paths to conversion.
• Amazon Aggregators: Be aware of the changes in Amazon’s terms of service affecting tracking and commissions.
• Know the brand, its priorities, and build consistent relationships. Understand the economics of affiliate marketing and critical evaluation of brands' e-commerce competitiveness.