The price-per-thousand of the most expensive categories of lists fell in January 2007 from January 2006’s levels, with consumer and business-to-business e-mail lists, and newsletter subscriber files experiencing the steepest declines, according to Worldata’s Winter 2007 List Price Index.
Permission-based B-to-B e-mail lists remained the highest-priced category, with an average price of $273/M. But this price was off by $4 from last January’s level. Likewise, consumer e-mail lists fell $7 — the largest average drop among any category — to $160/M. Newsletter lists dropped by $6, ending up at $172/M.
“Due to the rising number of Email lists that are coming on to the market and lower-than-average response rates, many list owners are finding it necessary to compete with negotiated CPM’s and off-rate card pricing,” said Ray Tesi, senior vice president of Worldata, in a statement.
Separately, Tesi observed “Another significant change has been the CPM’s for Consumer Magazines rising as the desire for more Direct-To-Publisher names increased due to the weaker than expected performance of many files comprised mostly of Agency Sold names. While the demand is still high, Consumer Magazine list prices seem to have stabilized.”
Additionally according to the List Price Index:
* Donors category continues to display the lowest overall price of $82, an increase of $3/M over last year
* The largest price increases occurred with Attendees/Members and Databases/Masterfiles, both had an increase of $5/M