Worldata List Price Index: Spring 2012 Trends Revealed

Aggregated Business Database Files See Another Large Price Decrease; B-to-C Email Prices Continue to Drop In-Line with the Market

Note: All prices are for Postal files, except where noted Email. The triple bars in each category allows you to compare Spring 2010 and 2011 list prices to Spring 2012 prices, as stated in SRDS/Nextmark listings. Permission-Based B-to-C Email takes the lead for the second time as the lowest-priced category, with an average list price of $75/M. This is an $18/M decrease from its price in Spring 2011. The second lowest priced category of Spring 2012 is Aggregated Business Databases at $76/M. Permission-Based Medium-Large Business Email files show a straight average CPM of $250/M, the highest-priced domestic category for this quarter.

Note: All prices are for Postal files, except where noted Email. The above graph displays the straight dollar changes for Spring 2011 to Spring 2012. The largest price decrease from Spring 2011 to Spring 2012 occurred in the Database/Masterfiles category, which plummeted $39/M from Spring 2011 to $106/M. Masterfiles are becoming more competitive with aggregated databases and are starting to mirror the costs associated to these files. The only price increase that occurred from Spring 2011 to Spring 2012 was $1/M which was seen in the Donors, Attendees/Members, Consumer Magazines and Medium-Large Business categories. These categories have not seen new lists come onto the market recently, so those that are tried and true are able to slowly increase their pricing. The files this year that remained stable from Spring 2011 were Business Merchandise Buyers at $115/M and Consumer Book Buyers at $90/M.

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 Databases and Masterfiles category reflects the largest percent decrease at 26.90%. The highest percentage increase occurred in the Donors category with a 1.18% increase.