Why the San Francisco Chronicle Gave Users the Option to “Support Free Map Access” with LaterPay During the Power Outage

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When California’s largest utility company cut power for thousands to avoid wildfires a couple of weeks ago, the San Francisco Chronicle turned to A/B testing—and a little tool called LaterPay.

The Hearst-owned Chronicle, like most other metro newspapers these days, is increasingly oriented toward digital subscriptions, of which it has about 80,000.

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