By dropping its paywall for a day, the FT lost out on subscriptions but found new, engaged audience

"We're always open to testing and having the right flexibility for our readers," says Fiona Spooner, managing director of consumer revenue for The Financial Times.

Spooner led an initiative for the FT back in November around the time of UN's COP26 event, dubbed "free to read day." The business news publication gave free site-wide access for 40 hours (5 p.m. on Nov. 2 to 9 a.m. on Nov. 4, UK time) to promote its climate coverage, as well as its wider editorial offering.

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