Worldata List Price Index: Spring 2012 Trends Revealed

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.

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

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:

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