Abi Spooner on Value vs Discounts, Listening Instead of Copying, The Key Metric in Keeping your Audience & More

What is a subscriber actually worth — and how should publishers measure it?

Joined by Abby Spooner from Atlas Consulting, we break down lifetime value (LTV) in simple terms and explain why understanding subscriber value is critical for digital publishers, news organisations, and media businesses building sustainable subscription models.

We also explore how LTV and the LTV:CAC ratio help publishers make smarter decisions about acquisition, retention, pricing, and audience growth — without drowning in jargon or vanity metrics.

We discuss:

• What lifetime value (LTV) really means for subscription businesses
• How the LTV:CAC ratio works in plain English
• Why acquisition and retention teams often pull in opposite directions
• How publishers can focus on subscriber quality, not just volume
• The difference between price and value in media subscriptions
• Why understanding your audience matters more than copying competitors

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