Worldata Index: BTB E-Mail Lists Remain Costliest
The Worldata Fall 2003 List Price Index covers October 2002 to October 2003. It is grouped into list categories and compares costs per thousand names for the 12-month period.
The index shows that attendee/member files and business magazine/controlled-circulation files rose more than other types of lists, with a price increase of $3/M, bringing the average base price to $136/M.
Still, as in previous years, permission-based business-to-business e-mail lists remain the highest-priced category with an average base of $279/M, which is up $1/M over last year. Worldata said the change represents stability in the BTB list market and added that perhaps BTB list prices have reached their peak.
Permission-based business-to-consumer e-mail lists were the second highest once again. The average price was $172/M, the same as in October 2002. Worldata called a future price increase in this category likely.
The lowest-priced lists were nonprofit donor files, with an average price of $76/M for the third year in a row.
Worldata has tracked fluctuations in list prices for in-house reference for more than 20 years.