FAZ's Donika Lilova spoke at The Audiencers' Festival London in June 2024 on their digital subscription journey and, in particular, about how they're working on making their paywall dynamic with regular A/B testing to continuously optimize performance. In this article Donika dives deeper into this strategy.

Hi! I’m Donika and Head of Paid Content and Deputy Chief Subscription at Frankfurter Allgemeine Zeitung (FAZ). My responsibilities include the management of the Paywall Team.

Digital growth is a core objective of our company strategy, and we are on track to reach our subscription goal of 300,000 paying digital subscribers by 2025, in part thanks to our A/B testing and dynamic paywall.

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