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E-mail list prices slide

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Boca Raton, Fla.—Prices for both b-to-b and consumer e-mail lists have dropped, according to list manager Worldata, which released its Winter 2008 List Price Index.

According to the list company, e-mail lists dropped an average $2 per thousand compared with last year. However, databases and master files; public sector; and attendee/member lists all reported increased CPMs.

“We have noticed the continuing trend of lower CPMs for b-to-b and b-to-c permission-based e-mail lists,” said Ray Tesi, senior VP at Worldata, in a statement. “This is due to the significant increase in the number of e-mail lists coming to the market and, because of this increased competition coupled with weakening performance in the channel, list owners are negotiating CPMs off ratecard pricing.”

—Carol Krol

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