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Joseph Lichterman covers how the German newspaper Süddeutsche Zeitung created the text marketing role to coincide with the launch of its digital subscription model, which it calls SZ Plus, in 2015 and their current role in maximizing new subscribers.

Jenny Buchholz sits at her desk in the heart of the paper’s Munich newsroom and reads through the stories that will be posted online that evening and in the next day’s print paper. Many things take place, for example, Buchholz chooses up to 15 evergreen premium stories that are shown on rotation to un-logged-in readers when they try to read an SZ Plus story, A/B testing to writing shorter versions of a news story article.

 

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