The State of Editorial Product Reviews: What to Consider When Pitching

By Kendall Peters , Account Director

As fall begins and holiday gift guides start popping up, we’re diving into the world of editorial product reviews. A positive editorial review can be a game-changer, setting a product apart and measurably boosting sales. 

In this two-part series, we’ll first dissect what to consider when pitching product reviews. Next, we’ll tackle challenges and best practices for securing coveted placements. 

Consumers often turn to expert journalists who have established credibility with specific kinds of products. They can provide reviews consumers are likelier to trust, knowing that the product has been used and rigorously tested. 

Negative reviews hit harder than positive ones. It’s crucial, therefore, to provide the reviewer with the proper information to help ensure a positive review that is accurate on details. Plus, the more positive the review, the more likely the product will land on top of a roundup of “best of X” throughout the year. 

Product testing is kicking into high gear for holiday gift guides and ahead of many annual standalone reviews that tend to go live in the new year. Some things to consider when pitching editorial reviews: 

• Variety vs vertical. US News & World Report, CNN Underscored and Wall Street Journal Buy Side are examples of outlets that test and review various categories, whereas other outlets like Forbes Advisor, Fortune Recommends and Bankrate are more focused on a segment of products and/or services.
• Digging into detail vs product recommendations. Technical reviews differ greatly from product recommendations that appear in consumer lifestyle publications. They are more focused on the intricate details and specs of the products (and of course, cost). Products are tested thoroughly, typically by a reviewer with category expertise. Technical reviewers often demo a product for a shorter period, while editors at consumer lifestyle publications might hold onto a product for longer.   

• Requirements for inclusion. Many consumer lifestyle publications have criteria for what products get reviewed and included in gift guides or recommendations based on their audience. Price also plays a big role. Editors often require products to be under a certain price point. However, tech outlets like Robb Report may consider items that are higher in price, or some outlets may consider a higher-end product for a luxury roundup or gift guide.   

• Roundup or feature? There are important distinctions between editorial reviews. Standalone reviews are in-depth and often updated or developed annually, whereas roundups or listicles place products in a generally ranked list or roundup.   

• Affiliates. Many digital outlets include advertising disclosures. This can mean the article includes affiliate links with click-through sales generating an agreed-upon commission rate. It may also signal that a media outlet may be part of an affiliate network such as the CJ Affiliate. Many major brands are participants in these programs in hopes of reaching these outlets and therefore getting featured in reviews and roundups. 

The media landscape is always changing, making it more challenging to secure new product reviews and gift guide inclusions. Algorithms are constantly updated, and outlets prioritize content that can boost traffic and revenue. We will look at best practices in Part Two.