NY Times' Partner Promotion Shift Distorts Wirecutter Affiliate Revenue Growth
Dow Jones08-05
Affiliate, licensing and other revenues increased 7.1% year-over-year in the second quarter, outpacing the company's guidance for a low-single-digit increase. The outperformance came from Wirecutter affiliate referral revenues, which benefited from a shift in the timing of a marketing promotion by one of the company's partners. The category rose to $75 million from $70 million in the prior-year period. The timing shift highlights the inherent variability in Wirecutter's affiliate model, where partner promotional decisions can produce quarter-to-quarter swings in revenue growth.
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