Worldata: List Rental Prices Are Falling

This fall, for the first time ever, Worldata’s List Price Index reveals a downward trend in every category of list rental prices.

“The findings are extraordinary, yet not surprising, considering this is a mirror of the U.S. economic conditions,” says Worldata senior vice president Ray Tesi in a statement. “It is likely this trend will continue, at least for the next quarter or two until the U.S. economy is stabilized.”

Permission-based e-mail B-to-B, while still the highest priced category, showed the largest price decrease from the previous year. The second largest price decrease occurred in the permission-based email B-to-C lists, which also saw the largest percent decrease from the previous year.

International B-to-B e-mail pricing is tracked in the index and released for the first time, as U.S.-based businesses increasingly utilize this outlet as a business growth opportunity. cost-per-lead data also saw a slight decrease in the consumer and B-to-B categories.

The largest price decrease occurred in the Permission-Based E-mail B-to-B category, which dropped $12/M from the previous year. The second largest price decrease occurred in the permission-based email B-to-C lists, which dropped $11/M from the previous year.

The most recent Worldata List Price Index reflects price variations from Oct. 2007 to Oct. 2008. The lists evaluated are grouped into categories, such as consumer book buyers, newsletters and business merchandise buyers, to name a few. Information such as average price, lowest list price, highest list price and exact dollar change are provided. Through charts and graphs, year-to-year price fluctuations can easily be distinguished in this index.

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