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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

June 2012
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May 31, 2012, Boca Raton, FL – Worldata's Spring 2012 List Price Index, the barometer for trending of all list rental pricing, tracks the changes in list rental pricing each season. The index shows significant price drops in Aggregated Business Databases files over Spring 2012. Other notable price decreases occurred in permission-based files for B-to-C email.

For over 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.

"The sharpest declines occurred in the Aggregated Database category. The files included in this category are sourced from web scraping, crowd sourcing and other compiling solutions" said Ray Tesi, senior vice president of Worldata. "Marketers have now had ample time to test these new sources and have found results that are productive but at much lower list rental CPM's. This is reflected by the continued drop in pricing."

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

The comparison of lists in this Spring 2012 List Price Index to the Spring 2011 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 category at $404/M - which is a $4/M decrease from Spring 2012.
  • Although the price has dropped 0.98% since last Spring, this is actually a $1/M increase from last quarter.

The Straight Average Graph (Chart 1 in the media player) 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 Spring 2010 and 2011 prices to Spring 2012 prices.


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