Worldata Index: Consumer List Prices in Decline

Consumer list prices generally declined while prices for business-to-business lists typically remained stable over the last 12 months, compared to the previous 12-month period through July 2007, according to Worldata’s Summer 2008 List Price Index.

Bucking the trend, list prices for donors, business merchandise buyers and newsletter subscribers increased slightly. The largest $2/M average increase was for newsletter files, while list prices for donors and business merchandise buyers rose on average $1/M.

“Consumer list decreased quite a bit from last year while the CPM for business-to-business lists has remained consistent,” said in a statement Ray Tesi, senior vice president of Worldata.

Tesi attributed price decreases across all consumer list categories to the economic downturn. For example, consumer magazine list prices declined by 2.7%, according to the Worldata Index.

Worldata reported mixed findings for e-mail list prices. The average price increased $1/M for business-to-business e-mail lists, which remains the highest priced among all list categories.

Consumer e-mail addresses in the public sector were static, while permission-based consumer e-mail list prices decreased 2.8% or $5/M. The average price for both kinds of consumer e-mail lists currently stands at $170/M.