Most founders chasing press make the same mistake: they pitch their company. Editors don’t want that. They want someone who can make their readers’ decisions easier.
Wirecutter, The New York Times’ product recommendation publication, is a clear example of this. It’s actively looking for freelancers and subject-matter experts with deep knowledge of the categories it covers, including PCs, networking, smart home, home audio and video, home office, kitchen gear, and hobbies.
What Wirecutter actually wants
Wirecutter doesn’t take pitches that exist to promote a business. It wants real expertise that helps someone decide what to buy. The question to ask isn’t “How do I get my product featured?” It’s “What do I know that would help a reader choose better?”
That’s good news if you’re a founder, designer, engineer, cookbook author, or specialist. Knowledge you take for granted, like what separates a good product from a bad one in your category, is exactly what an editor can use.
What you can pitch
Wirecutter accepts pitches for shorter reported pieces, odes, and how-to articles on products it already covers. It doesn’t take cold pitches for long-form product reviews, which are generally handled by staff writers.
The pay is real: about $500 for shorter pieces, plus $100 to $300 for photos and videos. Larger assignments run up to $1,500 for involved updates and $2,500 to $4,000 for new reviews or substantial rewrites.
How to reach them
For pitches on PCs, networking, smart home, home audio/video, home office, and hobbies, Wirecutter’s editorial director, Jason Chen, has been accepting pitches. Send them to jason.chen@wirecutter.com. Start your subject line with “Freelance pitch:”. If you’d rather introduce yourself for future work, you can email intro@wirecutter.com.
Why most people never get a reply
Knowing where to send a pitch is the easy part. Editors get a flood of emails, and most are ignored because the angle is vague, promotional, or aimed at the wrong person.
A pitch that lands has three things:
- A specific, reader-first angle that fits a story the outlet would actually run
- The right editor, at the right moment, with the right subject line
- Credibility, meaning proof that you can deliver and that your expertise is real
Getting all three right, repeatedly, across multiple publications, is a job in itself. It takes time most founders don’t have, and it’s difficult to do well when you’re also running a business.
If you’d rather not do it yourself
This is what I do. As a publicist, I identify the right outlets and editors for your expertise, shape the angle, and pitch on your behalf. My work has led to placements in Forbes, Fortune, WIRED, National Geographic, and BBC Travel.
It starts with a 60-minute strategy call. We’ll map out where your expertise fits and what a realistic media plan looks like. The call is $200, and if we decide to work together, that fee is credited toward your first month.
The full process is laid out on the page, so you can see exactly what to expect before you commit to anything.
Leave a comment