Worldata List Price Index Reveals Fall 2012 Lead Trends

Note: All prices are for Postal files, except where noted Email. The triple bars in each category allows you to compare Fall 2010 and 2011 list prices to Fall 2012 prices, as stated in SRDS/Nextmark listings.

Note: All prices are for Postal files, except where noted Email. The above graph displays the straight dollar changes for Fall 2011 to Fall 2012.

Note: All prices are for Postal files, except where noted Email. The above graph indicates the straight average percent dollar change for each category.

Worldata’s Fall 2012 List Price Index, the barometer for trending of all list pricing, tracks the changes in list rental pricing each season. The index shows significant price drops in two of the permission-based email list categories: Consumer files and medium-large business files. Consumer email is at an all-time low price point for any category tracked by List Price Index. The availability of email list rental files continues to grow while the overall economic conditions remain flat in terms of growth. This abundance of availability is helping to drive down the overall CPM’s of email rental files.

This quarter is the second time that pricing for data purchases are being tracked.

For more than 30 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.

“In economic periods where growth is minimal, those companies who control large datasets elect to make them available for rental by non-competitive marketers. The additional revenue that these data owners can enjoy helps to offset other areas of business, which may not be growing. This increased overall availability of data helps to drive down the CPM’s in the overall marketplace,” said Ray Tesi, senior vice president of Worldata. “Permission-based B-to-C email lists saw the largest price drop this quarter and it is no coincidence that this was during a large presidential election time. The surge of available data in the consumer email category was directly related to the election cycle.”

The most recent Worldata List Price Index reflects price variations from Fall 2011 to Fall 2012. 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.

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