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BTB E-Mail Lists Are Costliest, Price Index Finds

BOSTON — Permission-based business-to-business e-mail lists are the most expensive lists on the market, according to an index released at the Direct Marketing Association's 18th Annual Catalog Conference and Exhibition this week.

The Worldata/WebConnect 2001 list price index covers April 2000 to April 2001, said Ray Tesi, corporate vice president at Worldata/WebConnect, Boca Raton, FL. The index is grouped into list categories and compares costs per thousand names for the 12-month period.

The index shows permission-based business-to-business e-mail lists to be the costliest, with an average price of $268/M in April 2001, a $9/M increase from April 2000.

Permission-based business-to-consumer e-mail lists were the next highest in price. In April 2001 the average price was $207/M, compared with $204/M in April 2000.

The lowest-priced lists were nonprofit donor files, with an average price of $75/M in April 2001.

Worldata/WebConnect has been tracking fluctuations in list prices for inhouse reference for more than 10 years.

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