NYT’s Wirecutter Looks Beyond Product Recommendations for Expansion

A typical Wirecutter reader heads to the site only when they’re looking to buy something. Ben Frumin wants them to come around a lot more often. “The core of what Wirecutter does and will always do, thoughtful rigorous testing that is just leaps and bounds better than competitors, that won’t ever change,” said Frumin, who took over as editor in chief early this year. “But if Wirecutter is about solving problems, there’s an entire galaxy of problems we can solve.” Some new areas the New York Times-owned site is looking to get into are style and beauty, which Frumin sees as getting into aesthetically pleasing products in general, not simply shoes and lipstick. There will likely be those, too. To get into this area in particular, he’s hired Jason Chen away from The Strategist, New York Magazine’s recommendation vertical and Wirecutter’s most obvious rival. Frumin is enthusiastic about adding Chen as a deputy editor, not only because of his admiration of The Strategist, but because Chen is someone he says has “really exceptional taste.” “He can find beauty in the everyday, and the things that are compelling, and really understands what kind of aesthetic and form and beauty and style will bring joy to

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