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Database list prices relatively steady at last

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Boca Raton, Fla.—Database list prices have steadied after continuous declines over the past three years, according to the “Spring 2011 List Price Index” from list management company Worldata.

The average price of subscriber lists from controlled-circulation business magazines averaged $141 per thousand names in the first quarter of the year, versus $140 for the year-earlier period. Meanwhile, paid-circulation business magazine list prices also were virtually unchanged, at $134 per thousand names for the first three months of the year, compared with $135 last year.

Permission-based email list prices of large companies averaged $279 per thousand names compared with $281 a year ago, and most other categories fluctuated up or down by one or two percentage points. The major outlier in the Worldata study was permission-based business-to-consumer list prices, which fell on average almost 14% over the past year from $108 per thousand names to the current $93.

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