Worldata index: List rental prices generally down

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Boca Raton, Fla.—Rental pricing for permission-based e-mail lists, used for lead-generation, have fallen over the past year, but some categories—including business magazine subscriber lists—showed a strengthening in price.

According to the “Summer 2010 List Price Index, compiled by database marketing company Worldata, permission-based consumer e-mail list prices fell 6.67% over the past year, from an average price of $120 per thousand names to $112. Business e-mail list pricing also dropped year over year, down 3.13% to $279 per thousand names versus $288 in the year-ago period, although this remains the highest-priced list category.

Other categories showing price slippage included paid-circulation business magazine subscriber lists, off 1.52%, and consumer magazine subscriber lists, down 2.06%

However, controlled-circulation business magazine subscriber lists bounced upward 1.39% over the past year, to $146 per thousand names; conference attendee and association membership list prices rose 1.56% to $130 per thousand; and lists containing the names of charitable donors rose 1.19% to $85.

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