Wirecutter The New York Times expands its focus to style – Glossy

Whenever we’re going to cover anything style-related, we’re going to see a lot of comments from people demanding more, says Chen, who worked at New York Magazine’s Strategist before joining the Times. If we do a wallet guide, people will follow up asking for the passport holder. If we made men’s jeans, everyone would ask for women’s jeans. i started [at Wirecutter] two and a half years ago, and it always surprises me as we leave opportunities on the table by not covering the styles more regularly.

Chen said Wirecutter has a dedicated social team whose job it is to read comments on articles, gather feedback, and use it to help guide editorial direction. The team has noted an interest in style coverage for several years.

Right now, Hunter says his priority is to create a big, wide guide to the best white sneakers, men’s jeans, and sunglasses, among other categories. Unlike digital news medium, Wirecutter guides tend to see traffic for years after they are published and are updated frequently over time.

There are several style guides in the works that will probably continue to be relevant for a while, Hunter said. Working on one right now on the best black tights. There aren’t many recent developments in black tights, so I didn’t imagine that would happen [require] many updates over the years.

Chen and Hunter wanted the style section to stand out from other product recommendation sites thanks to the publication’s focus on rigorous and long, months-long testing periods. Chen said that, because of that focus, style coverage won’t focus too much on trends. Trends change faster than Wirecutters’ usual publishing schedule.

Overcoming the trend, when it does, will likely take two forms, Chen said. One product becomes so crowded that brands will feel the need to consider it with tests and reviews, as is the case with popular Homecoat outside working hours that went viral on Instagram in early 2021. Or, a trend lasts long enough to have its own guide, like blue light blocking glasses — Wirecutter Guide live in 2019.

Working on things like reviewing a one-size-fits-all jeans from Good American which claims it can fit in four sizes, says Hunter. Products that make certain claims or have more specific functions tend to be covered by Wirecutter than the more subjective aesthetics. We also consider reviews of shoes that can be converted from heels to flat shoes. Our readers want to know: Is it worse in both functions? That’s something we can tell them.

Wirecutter does not disclose traffic numbers or readership (although the Wall Street Journal reported in August that Wirecutter had approx. 12 million monthly readers), but Chen says there has been substantial growth in the style department in the last six months. Hunter points to popular coverage such as guide about the best and most comfortable bras, which has become one of the most popular style articles on the site.

While most Wirecutter guides get readers primarily from readers looking for a specific topic, the style section has benefited from promotion on Instagram and has had a prominent position on the New York Times online homepage since July. Hunter says that style guides, more than any other category, are something a reader might click on just to read, even if they aren’t looking for the right product.

Everyone has an opinion on style, Chen said. And you’re more likely to click on style articles any time than you are [article] on AC – unless you shop for one.