Let the editor-in-chief pick which content goes behind the new app paywall

David Barnard… And I think there's always a hesitation of, and so I love that you shared a mistake. You should make mistakes. If you're not making mistakes, you're not trying hard to get that balance right. And it's a great example of you should try, and if you make a mistake, you can recover and you can walk it back and then take the next step. So yeah, if you're operating a freemium app, if you've got a hard paywall app, try, figure it out, and you need to.

Michael RiberoAbsolutely. And I would say with all the testing, a lot of times the person who I'd say is maybe closest to the vision, to the mission, I would say it's usually right. I think we go back, so we recently launched Vogue with an app. It was essentially we relaunched the app before and we were paywalling stuff which we hadn't paywalled before. I think we had all of these discussions. What's the right way to do it? Can we overlay AI to make these decisions with us? And ultimately it was like, I think it helps that it's Anna Wintour and she's going to have a very strong opinion too, but her gut was right. It was like, here's the most important stuff and this is the stuff we should make people pay for. So I think when you have a partner like that, whoever might be in your organization, it's really helpful because usually that's right.

David BarnardAnna Wintour being your partner in figuring out your paywall. That's pretty cool. Well, the next thing I wanted to talk about was as a story brand, but as a print publication that's like trying to enter the modern age, I've been impressed with all the different kinds of monetization experimentation that y'all have been doing to figure out this new age. I have a whole list of things that you've been playing with, bundling, unbundling, rebundling, …