The key element, however, is that the quality of journalism and the digital product (the iPad app, for example, must work well and look good) must be high for consumers to want to buy in - and better than what they can get for free. With print readership shrinking, and ad models not providing enough cash to sustain digital newspapers, NYT found that enough readers were willing to pay for a subscription to its digital publication. Perpich has played a key role in NYT’s success in its ongoing transition to a digital subscription-based revenue model. In the role, he helped develop and launch NYT’s online pay business. Perpich joined the company in 2010 as executive director of ’s paid products. He was also previously vice president of product management. Prior to that, he was general manager of new digital products, leading the development and launch of new subscription products. Between its foundation in 2009 and its purchase by NYT, Wirecutter made $150 million in revenue from affiliate programs with its merchant partners.īefore leading Wirecutter, Perpich was senior vice president of product for The New York Times, where he oversaw the publication's digital product portfolio across mobile and web. The website, which competes with the well-known nonprofit publication Consumer Reports, as well as numerous other websites, functions on the basis of affiliate commissions. Consumers who purchase products on Amazon, for example, by first clicking the link on Wirecutter, will earn the site a small percentage of the sale. NYT purchased Wirecutter in 2016 for approximately $30 million. He has served as president and general manager of the NYT-owned product review website Wirecutter since 2017, leading all aspects of the website’s business and editorial operations.
Perpich has been with The New York Times Company for nearly a decade. Perpich will stand for election at the annual meeting of stockholders on May 2. The New York Times Company has nominated David Perpich, a former Booz & Company consultant, to its board of directors.
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