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April 28, 2009

For further information contact:
Ray Tesi, Senior Vice President
1-800-331-8102, ext.123
rtesi@worldata.com

2009 Trends Revealed in the Worldata Spring List Price Index
Continued Price Decline across Major Categories
Consumer Email Prices Fall by More Than 19%
B-to-B International Data Holding Steady

April 2009, Boca Raton, FL –

Worldata’s Spring 2009 List Price Index, the barometer for the pricing and trending of all list rental pricing, reveals a continuous decline in most all major categories of list rental prices with consumer lists declining the furthest from last year. Permission-Based Email B-to-C showed the largest price decrease and percent decrease from the previous year. The second largest price decrease and percent decrease occurred in Consumer Magazines lists. Permission-Based International Email data remained steady from last quarter, proving to be the marketplace US-based businesses should explore for growth opportunities.

For over twenty years, the Worldata List Price Index has served the Direct/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.

COMMENTS: “The consumer side of email list rental has really become oversaturated with supply of new lists while existing lists on the market have cut pricing significantly to stay attractive to marketers in this down economy. These two factors have lead to a steep decline in consumer email list pricing year over year.” said Ray Tesi, Senior Vice President of Worldata. “On the positive side, International business email files are holding their averages, the ROI is clearly still high on marketing to those files. The supply is still very limited in this category due to the difficulties in gathering data in certain regions outside of North America.”

Worldata is tracking Permission-Based International Email for the third consecutive quarter:

  • Permission-Based International Email remained at $407/M, the only category to hold a steady price. As businesses expand globally, they are investing their marketing budgets into ways they can reach prospects overseas.

The most recent Worldata List Price Index reflects price variations from Spring 2008 to Spring 2009. 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.

With this in mind, the comparison of lists in this Spring 2009 List Price Index to the Spring 2008 List Price Index of a year ago reveals some very significant variations not only in individual categories, but in media types as well, as exhibited below:

The Straight Average Graph (Chart 1) in the Worldata List Price Index examines the average price per thousand (PPM) of the lists we have grouped in each category. Triple bars are used in each category for easy comparison of Spring 2007 and 2008 prices to Spring 2009 prices.

Overall, PPM averages for Spring 2009 decreased from Spring 2008. However, specific groups within categories demonstrated significant changes worth reporting.

  • Permission-Based Email B-to-B is the highest-priced category, with a Spring 2009 straight average price of $290/M, a decrease of $4/M from last year.
  • Public Sector and Newsletters both rank in the second highest-priced category range, with Spring 2009 straight average prices of $173/M and $170/M respectively, each decreasing $1/M from last year.
  • Donors remains the lowest-priced category, with an average list price of $83/M, a $1/M decrease from last year.

The Straight Dollar Change Graph (Chart 2) shows the precise dollar amount that the average price for each category has changed within the specified 12-month period.

  • The largest price decrease occurred in the Permission-Based B-to-C category, which dropped $29/M from Spring 2008. The second largest price decrease occurred in Consumer Magazines lists, which dropped $7/M from the previous year. Consumer files are continuing to see the hardest hit in today’s economy, shown by the drastic price drop. Direct marketing to consumers has increased mailbox and inbox clutter, forcing list owners to make serious price sacrifices to stay competitive.
  • Attendees/Members is the only category that showed a price increase over the previous year, with a straight average price of $129/M, a $1/M increase from last Spring. Continuing the trend that the List Price Index reported in Winter 2009, these files have proven to contain quality prospects, those who are still attending conferences in today’s economy.
  • The lowest price decreases occurred within the Donors, Newsletters and Public Sector categories, each dropping $1/M from last year.

The Straight Average Percent Dollar Change Graph (Chart 3) takes into consideration the straight average for each category.

  • Permission-Based B-to-C reflects the largest percent decrease at 19.33%.
  • This was followed by a 6.54% decrease in Consumer Magazines.
  • The lowest percentage decrease occurred in the Public Sector and Newsletters categories with a 0.57% and 0.58% decrease respectively.
  • Attendees/Members had a 0.78% increase in price, the only increase across the board.

Worldata and its group of companies have been leaders in the direct/interactive marketing services field for over 30 years. Worldata designed its corporateheadquarters, located in Boca Raton, Florida, from the ground up. It is the only company offering all services under one roof, including Email and Postal List Management, List Brokerage, Email Transmission and Tracking, Database Marketing Services, Data Hygiene, Change of Address, Merge Purge, Cost-Per-Lead Marketing and Co-Registration, Custom Marketing Solutionsand Banner Advertising. Information about Worldata can be found at www.worldata.com or contact Ray Tesi, Senior Vice President, at 800-331-8102 or via email at rtesi@worldata.com.

 

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