Newsletters Top List Price Index Again
Newsletter list had a straight average price of $149 per thousand names in August while business magazines/paid circulation were the next most expensive at $130. Business magazines/controlled circulation were up $5.44 per list to $123 while consumer merchandise buyers increased $5.08 to $74.
Respondent lists averaged a low of $64 with donors and consumer merchandise buyers at $74. Consumer book buyer lists showed the smallest price increase of just over $1 followed closely by respondents.
The survey also revealed:
* Inquiries/expires showed the greatest percentage increase of 6.4 percent with consumers merchandise buyers up 5.8 percent. Consumer book buyers showed the lowest increase of one percent.
* Newsletters were most expensive on a weighted basis, which takes into account the universe size of each list in a category, at $132 followed by business magazines/controlled circulation at $131 and attendees/members at $124.
* Database/master files showed the greatest weighted increase by going up $12.22 with inquiries/expires next at $7.56. Business merchandise buyers and consumer book buyers showed the smallest weighted increase of less than a dollar.
Worldata, the Boca Raton, FL, list, database and Internet firm, has been providing the price index to the list community on an annual basis since 1987.