Study: List prices continue to show slippage

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Boca Raton, Fla.—Database list prices in several categories continue to show retrenchment, according to the “Winter 2011 List Price Index” from list-management company Worldata.

The steepest drop-off, compared with the same period last year, was experienced by b-to-c permission-based e-mail lists, which saw average price declines of 7.27% to $102 per thousand contacts. Average b-to-b e-mail list prices also declined, by 1.41% to $280 per thousand contacts.

Sales lists composed of paid-circulation business magazine subscribers declined 3.70% to $130, while lists of buyers of books and CDs took a 4.35% hit, to $110. Minimal price movement was seen in lists of controlled-circulation business magazine subscribers ($140, down 0.71%), business merchandise buyers ($114, down 0.87%), consumer book ($91, up 1.11%) and magazine ($92, up 1.10%) buyers and database masterfiles ($142, down 0.70%).

Worldata said e-mail prices continue to drop as marketers more aggressively use the channel and apply value metrics to the data.

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