Worldata List Price Index: Now Revealing Winter 2013 Lead Trends

Note: All prices are for Postal files, except where noted Email.

The triple bars in each category allows you to compare Winter 2011 and 2012 list prices to Winter 2013 prices, as stated in SRDS/Nextmark listings.

Permission-Based Consumer Email remains the lowest-priced category, with an average list price of $72/M. This is an $8/M decrease from its price in Winter 2012 and the lowest priced list category in the history of the List Price Index, dropping $2/M from its price last quarter, the previous holder of the lowest ever price in a category. The second lowest priced category of Winter 2013 at $78/M is Aggregated Business Databases. Permission-Based Medium-Large Business Email files show a straight average CPM of $240/M, maintaining its position as the highest-priced domestic category for list rental this quarter, although it is a $11/M decrease from Winter 2012.


Note: All prices are for Postal files, except where noted Email.

The above graph displays the straight dollar changes for Winter 2012 to Winter 2013.

The largest price decrease from Winter 2012 to Winter 2013 occurred in the Aggregated Email Business Database category, which dropped $19/M from Winter 2012 to $140/M. The largest price increase that occurred from Winter 2012 to Winter 2013 was $3/M which was seen in the Newsletters category. The Business Magazines/Paid Circulation, Consumer Book Buyers, Consumer Merchandise Buyers and Donors categories all remained the same as their Winter 2012 prices at $129/M, $90/M, $94/M and $85/M respectively.

Note: All prices are for Postal files, except where noted Email. The above graph indicates the straight average percent dollar change for each category. The Aggregated Email Business Database category reflects the largest percent decrease at 11.95 percent. The highest percentage increase occurred in the Newsletters category with a 1.88 percent increase.

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

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.

  • Permission-Based Consumer Email remains the lowest-priced category, with an average list price of $72/M. This is an $8/M decrease from its price in Winter 2012 and the lowest priced list category in the history of the List Price Index, dropping $2/M from its price last quarter, the previous holder of the lowest ever price in a category.
  • The second lowest priced category of Winter 2013 at $78/M is Aggregated Business Databases.
  • Permission-Based Medium-Large Business Email files show a straight average CPM of $240/M, maintaining its position as the highest-priced domestic category for list rental this quarter, although it is a $11/M decrease from Winter 2012.

The Straight Dollar Change Graph (Chart 2) shows the precise dollar amount that the average price for each category has changed within the specified 12-month period.

  • The largest price decrease from Winter 2012 to Winter 2013 occurred in the Aggregated Email Business Database category, which dropped $19/M from Winter 2012 to $140/M.
  • The largest price increase that occurred from Winter 2012 to Winter 2013 was $3/M which was seen in the Newsletters category.
  • The Business Magazines/Paid Circulation, Consumer Book Buyers, Consumer Merchandise Buyers and Donors categories all remained the same as their Winter 2012 prices at $129/M, $90/M, $94/M and $85/M respectively.

The Straight Average Percent Dollar Change Graph (Chart 3) takes into consideration the percent change in price for each category.

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