As the first Spanish media publication to launch a paid subscription, El Mundo was facing a  market where paid content and subscriptions were still nascent. Most Spanish publications still operated on an advertising-funded model and readers were unwilling to pay for online content.

El Mundo needed a solution that would help them understand their audience and segment readers into different groups. This would allow them to test pricing options as well as different user experiences and packages until they found the ideal combination.

By working with Piano, El Mundo has implemented a highly successful dynamic paywall and has considerably boosted its international reader subscription base. The publication has surpassed 90,000 subscriptions.

See how El Mundo used audience segmentation and testing strategies to grow their subsciption program in the full case study.

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