January 18, 2017 Last Updated 12:15 pm

New York Times Co. appoints David Perpich as president and GM of The Wirecutter

Perpich, who is the NYTCo’s senior vice president of product, will oversee the product-recommendation service, which the publisher acquired in October of last year

The New York Times Company today announced that it named David Perpich, the company’s senior VP of product, to run its newly acquired product recommendation service, The Wirecutter.

Just after the acquisition was announced, TNM ran a guest column by Josh Payne, the founder & CEO of StackCommerce, which discussed the acquisition and what it meant for for digital monetization.

“The recent acquisition validates what industry insiders have been vocal about for some time now. The fact that commerce is evolving into a major investment theme for publishers, not only from a resources standpoint, but from a high-level strategy perspective,” Payne wrote. “Point in case: In recent months we’ve seen a number of major publishers, from Business Insider to Buzzfeed, create commerce organizations within their companies and hire Commerce Editors to lead the charge.”

Here is The New York Times Company announcement on the appointment:


NEW YORK, NY – Janaury 18, 2017 — The New York Times Company announced today that David Perpich, the company’s senior vice president of product, has been named president and general manager of The Wirecutter. In this new role, Mr. Perpich will assume leadership of all aspects of the business and editorial operations of the product-recommendation site that was acquired by the Times Company in October 2016. As The Wirecutter’s president and GM beginning March 5, Mr. Perpich will report to Mark Thompson, president and chief executive officer of the Times Company and will join the company’s executive committee.

In making the announcement, Mr. Thompson said, “Since joining The Times in 2010, David has become known as much for his strategic vision and sound judgment as for his collaborative work ethic and dedication to strengthening ties across the organization. He has been one of our most creative, effective and entrepreneurial leaders, with a keen ability to spot new opportunities. He was a key part of the team that launched our extraordinarily successful digital subscription model in 2011. Since then, he has played a critical role in our product development efforts, in building a talented team dedicated to producing best-in-class products and services, and helping to shape the company’s overarching strategy. I’m delighted that David has agreed to lead The Wirecutter, one of our most important new ventures.”

Mr. Thompson continued, “David’s goal and mine will be to continue to grow The Wirecutter and to more fully integrate it into the life of The Times. Both organizations remain committed to creating products that serve our readers and become an indispensable part of their lives.”

Mr. Perpich assumed his present role in March 2015. Previously, he was general manager of New Digital Products (now called NYT Beta), leading the team charged with the creation of new digital products, which included NYT Now, Cooking and Crosswords. He joined the company in 2010 as executive director of Paid Products, responsible for the launch of The Times’s digital subscription business.

Mr. Perpich came to The Times in 2010 from the management consulting firm Booz & Company, where he was a member of their consumer, media and digital industries practice, focusing on growth strategy. He previously founded and ran two companies, both in the music industry, and he held roles in product management and business development at About.com, a former New York Times Company property. He received a B.A. in economics from Duke University and an M.B.A. from Harvard Business School.

Founded in 2011 by technology journalist Brian Lam, who had worked as an editor at both Gizmodo and Wired, The Wirecutter and The Sweethome, its sister site, are lists of the best gadgets, gear and other products for people who quickly want to know what to get. The sites are built on the strong editorial backbone of journalists making research-driven, powerful product recommendations. The sites generate revenue primarily through affiliates—that is, money earned by offering direct links to merchants in exchange for a share of any ultimate sale. These merchants include both major online retailers such as Amazon, as well as niche and vertical-specific shops.

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