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Worldata List Price Index: Now Revealing Winter 2013 Lead Trends

Email Rental Data Availability Has Increased 26% in the Last 12 Months Driving Down CPMs

March 20, 2013
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Worldata's Winter 2013 List Price Index, the barometer for trending of all list pricing, tracks the changes in list rental pricing each season. For the first time, Worldata Research has begun tracking growth of data availability as well as pricing fluctuations. A major shift in the number of email list rental records and data sources has occurred over the last 12 months. A surge in the number of rentable email addresses has resulted in a 26 percent increase in overall email contact availability as compared to the 12 months prior. years, the Worldata List Price Index has served the Direct and Interactive Marketing community as the key source for the pricing and trending of all list rentals. The Index is reported quarterly, providing a comparison of list prices during any given 12-month period and tracking price fluctuations, as cost per thousand (CPM), for lists in various categories.

"This quarter we saw two distinct things take place. The stabilization of many categories which mirrors the economy and the impact that increased retable email addresses is having on CPM's within that channel," said Ray Tesi, senior vice president of Worldata. "With more data sources overall in the email rental space, prices across the board of both business and consumer files are competing by lowering prices."

The most recent Worldata List Price Index reflects price variations from Winter 2012 to Winter 2013. The lists evaluated are grouped into categories, such as Consumer Merchandise Buyers, Donors, Databases, Business Magazines and more. Information such as Average Price, Lowest List Price, Highest List Price and Exact Dollar Change are provided. Through charts and graphs, year-to-year price fluctuations can easily be distinguished in this index.

The comparison of lists in this Winter 2013 List Price Index to the Winter 2012 List Price Index of a year ago reveals noteworthy trends not only in individual categories, but in media types as well, as exhibited below:

Worldata continues to closely track international data:

  • Permission-Based International Email remains the highest priced list rental category at $404/M—which is a s $1/M increase from Winter 2012.
  • The price has revived itself from the Fall, on average costing $16/M from last quarter.

The Straight Average Graph (Chart 1) in the Worldata List Price Index examines the average cost per thousand (CPM) of the lists we have grouped in each category. Triple bars are used in each category for easy comparison of Winter 2011 and 2012 prices to Winter 2013 prices.

 

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