The Strategy Behind New York Magazine’s Product Recommendation Layer ‘The Strategist’

Posts about bed sheets and men's white T-shirts have been top performers

Headshot of Richard Horgan

Digiday’s Max Willens has an informative look at The Strategist, New York magazine’s year-old product-recommendations content effort.

Among the examples of success that he cites is an October item by Lauren Schwarzberg. Under the headline “What Are the Best Bed Sheets, she very handsomely highlights more than a dozen different options. Each is framed with a crisp, clear photo, a prominent click-to-buy link and a recommendation from a person of note. Here for example is the blurb for Frette Hotel Classic sheets, available at Saks Fifth Avenue for $245:

“My absolute favorite sheets are the hotel classic from Frette, which are kind of like the fantasy version of Upper East Side hotel bed linens. They’re Italian-made in this Egyptian cotton that’s just the softest and butteriest fabric to laze around in. I love the chic and simple double-line embroidery, too.” – Michael Shome, Director of Photography, Architectural Digest

The Strategist is all about expert recommendations like this. Currently, it is staffed with three editors, who work with various freelancers and curate content across The Cut, Grub Street and other portals. Read the rest of Willens’ report here.

@hollywoodspin Richard Horgan is co-editor of Fishbowl.