PCMag
PCMag is a technology media publication founded in 1982 that delivers independent lab-tested product reviews, buying guides, and deals across 40+ categories to consumer tech buyers and business technology decision-makers, monetizing through affiliate commissions and advertising as a flagship property of Ziff Davis, LLC.
- Company typePrivate
- Founded1982
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What PCMag does
PCMag is a digital-first technology media publication founded in 1982 and operated as a flagship property of Ziff Davis, LLC (NASDAQ: ZD), headquartered in New York. The company produces independent, lab-tested product reviews, buying guides, news, and deal coverage across more than 40 technology categories spanning consumer electronics, software, security, smart home, mobile, gaming, and business technology. Its editorial operation comprises 65+ technology experts and analysts who have collectively published over 43,000 product reviews, with more than 2,000 products tested annually through a proprietary PC Labs methodology that evaluates performance, battery life, features, and value on standardized metrics.
The publication's core products include PCMag.com (the primary website), the PCMag Newsletter, Readers' Choice consumer satisfaction surveys, curated Deals content, and thematic editorial series covering AI, mobile, security, and ISP rankings. In 2024, PCMag launched Maggie, an AI-powered product finder trained exclusively on its editorial review library that enables natural language product discovery for readers. Content is distributed through the website, email newsletters, and a broad social media footprint spanning Twitter/X, Facebook, LinkedIn, Reddit, Pinterest, Bluesky, and YouTube, with on-site event coverage at major industry conferences including CES, MWC, RSAC, Microsoft Build, IFA, and Apple WWDC.
PCMag operates as a free media property, generating revenue primarily through affiliate commissions on product purchases and display/native advertising. The business model is content-led commerce monetization: editorial authority drives reader engagement, affiliate links convert that engagement into purchase commissions, and advertising captures the remainder of the audience value. The customer base spans individual consumer tech buyers (primary) and business technology decision-makers (secondary), with no subscription fees and no enterprise contracts.
PCMag firmographics
Firmographics- Name
- PCMag
- Legal name
- Ziff Davis, LLC
- Website
- https://pcmag.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PCMag is a technology media publication founded in 1982 that delivers independent lab-tested product reviews, buying guides, and deals across 40+ categories to consumer tech buyers and business technology decision-makers, monetizing through affiliate commissions and advertising as a flagship property of Ziff Davis, LLC.
- Ownership category
- akta.pro rank
PCMag industry classification
Industry- Product category
- Technology Media and Reviews
- NAICS
- Software Publishers (5132), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Assessments, Quizzes & Learning Analytics Tools (MPACALAK)
- akta.pro secondary industries
- Assessment & Quiz Item Authoring Tools (within course builders) (EDAFAHAG), Media & Content Personalization (News, Video, Music, Podcasts) (HDAAAGAB)
Keywords
Where PCMag is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PCMag business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Affiliate Commissions: PCMag earns commissions when readers purchase products through affiliate links on the site, particularly in the Deals section and product reviews.
- Advertising Revenue: The publication generates advertising revenue through display ads, sponsored content, and native advertising across its website and newsletters.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
PCMag product offering
Product offeringCore offering
PCMag publishes independent, lab-tested product reviews, comparative buying guides, and technology news across consumer electronics, software, and services. Content is delivered free to readers via pcmag.com, email newsletters, and social channels, and monetized through display advertising, sponsored content, and affiliate commerce commissions. An in-house AI assistant called Maggie provides personalized product recommendations drawn from the publication's expert review library.
Product overview
PCMag operates as a technology media and publishing platform offering a comprehensive suite of content products centered around its main website PCMag.com. The core offering consists of independent, lab-tested product reviews and buying guides across over 40 technology categories. The platform integrates AI through its Maggie product recommendation engine. Supporting products include the PCMag Newsletter for direct reader engagement, Readers' Choice consumer satisfaction surveys, and curated deal content. The portfolio spans editorial series covering specific topics (AI, mobile, security), event-based coverage from major tech conferences, and standardized buying guides ranking top products. The company has been publishing since 1982 and maintains a testing laboratory for standardized product evaluation.
Differentiator
Problem solved
Functional benefit
Brands
- Maggie: PCMag's AI-powered product finder assistant trained exclusively on the publication's expert buying advice library.
Products and services
- PCMag.com PCMag's primary digital publication delivering independent, lab-tested technology product reviews, news, analysis, and deal coverage across consumer electronics, software, and services. Available free to readers and monetized through advertising and affiliate commerce.
- Maggie AI Product Finder Conversational AI assistant available on PCMag.com that processes natural-language queries and returns product recommendations grounded in PCMag's editorial review archive. Intended for consumers seeking tailored guidance on technology purchases.
- PCMag Email Newsletter Opt-in email newsletter providing curated technology content, top stories, and deal alerts to registered subscribers. Free to consumers and used to drive repeat engagement and commerce traffic back to PCMag.com.
Companies that use PCMag
Customer profileSegments2 records
Ideal customer profiles2 records
PCMag technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature1 record
PCMag partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ziff DaviscorePCMag is owned and operated by Ziff Davis, LLC, a Ziff Davis company headquartered in New York. Ziff Davis is a digital media and internet company that publishes multiple technology and lifestyle publications including CNET, Mashable, ZDNET, Lifehacker, and Popular Science. PCMag operates as a flagship technology property within the Ziff Davis portfolio.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
PCMag competitors and assessment
Company assessmentDirect peers
- CNET: Sister publication under Ziff Davis (PCMag's parent), CNET runs the same model of lab-tested consumer electronics and software reviews monetized through advertising and affiliate commerce, making it the closest direct comp.
- Tom's Guide: Future plc-owned tech review site publishing buying guides and hands-on reviews across laptops, phones, audio, and smart home — overlapping categories, affiliate model, and editorial style with PCMag.
- Wirecutter: New York Times product-recommendation vertical that pioneered the lab-tested, single-pick buying guide format PCMag uses; direct competitor for high-intent commercial queries and affiliate revenue.
- TechRadar: Future plc tech publication covering the same categories (laptops, phones, VPNs, software) with reviews and deals content; global peer operating adjacent to PCMag in English-speaking tech media.
- The Verge: Vox Media's flagship tech publication combining product reviews with news and editorial; competes with PCMag for tech-buying audience attention and lifestyle coverage of consumer electronics.
- Engadget: Long-running consumer-tech review and news site covering gadgets, gaming, and entertainment technology; competes directly with PCMag for affiliate-driven purchase-intent traffic.
- ZDNET: Another Ziff Davis sister publication focused on enterprise and prosumer IT reviews; shares the parent's affiliate infrastructure and overlaps with PCMag's business-technology decision-maker segment.
- Reviewed: USA Today-owned product-review vertical with a lab-testing program comparable to PCMag's; competes for affiliate commerce on appliances, electronics, and home goods.
- Digital Trends: Independent tech publication covering consumer electronics, mobile, gaming, and home theater with buying guides; competes for affiliate revenue and SEO rankings on similar high-volume commercial queries.
Emerging players
- Ars Technica: Technology publication owned by Condé Nast that blends deep technical reviews with news; overlaps PCMag on high-end product reviews and prosumer/enterprise audiences, though with a more technical rather than pure-buying-guide lens.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
PCMag social profiles
Digital presencePCMag financial estimates
Financial estimateRevenue estimate
Valuation estimate
PCMag leadership team
Management profileNumber of profiles
PCMag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PCMag M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PCMag
What does PCMag do?
PCMag publishes independent, lab-tested product reviews, comparative buying guides, and technology news across consumer electronics, software, and services. Content is delivered free to readers via pcmag.com, email newsletters, and social channels, and monetized through display advertising, sponsored content, and affiliate commerce commissions. An in-house AI assistant called Maggie provides personalized product recommendations drawn from the publication's expert review library.
Is PCMag a public or private company?
PCMag is a private company. It is classified as corporate owned and is currently operating.
When was PCMag founded?
PCMag was founded in 1982. It employs 101 to 250 people.
Where is PCMag based?
PCMag is headquartered in New York, United States, in the North America region.
How does PCMag make money?
Two revenue lines are on record. Affiliate Commissions are the primary driver. The others are advertising Revenue.
Who are PCMag's main competitors?
Direct peers on record are CNET, Tom's Guide, Wirecutter, TechRadar, The Verge, Engadget, ZDNET, Reviewed and Digital Trends. Ars Technica is listed as an emerging player.
Does PCMag have an API?
No public API is recorded for PCMag.
What industry is PCMag in?
PCMag's product category is Technology Media and Reviews. Its primary akta.pro industry code is MPACALAK, Assessments, Quizzes & Learning Analytics Tools, with a secondary code of EDAFAHAG, Assessment & Quiz Item Authoring Tools (within course builders). Its NAICS code is 5132 and its SIC code is 7372.