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

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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