Winter '09 List Rental Prices Reflect Rising Value of Donors, Event Attendees

While donor and attendee list rental prices continue to rise, consumer prices stay competitive.

By Chandra Johnson-Greene
Friday, January 15, 2010

Permission-Based Email B-to-C lists continue to lead the list rental price decline among all categories with a percent decrease of 9.84 percent, according to Worldata’s Winter 2010 List Price Index. Attendees/Members, Donors, Public Sector and Permission-based International Email files were the only categories that saw price increases this year with all categories except Donors seeing a $1/M increase.

The Permission-Based Email B-to-C category dropped $12/M from Winter 2009 to $110/M. This category saw a decrease in every quarter in 2009. Permission-Based Email B-to-B, the highest-priced domestic category, also saw a price decrease compared to the year before. The category saw a Winter 2010 straight average price of $284/M, a decrease of $1/M from last year.

“That being said, we are still starting off the New Year as best we could hope for, with a few list categories stabilizing and even increasing in CPMs,” Ray Tesi, SVP, Worldata, said in a statement. “The price of Donors and Attendees/Membership files both went up, demonstrating how valuable these files are. Anyone who is still attending a conference or donating to a charity is someone who you want in your prospect pool. They are part of an increasingly more difficult audience to reach.”

Donors showed the greatest price increase over the previous year, with a straight average price of $83/M, a $2/M (or 2.47 percent) increase over the same period the year before. The categories that did not fluctuate in price are Paid Circulation Business Magazines, Consumer Merchandise Buyers and Newsletters, remaining at $135/M, $97/M and $177/M respectively.

The Worldata List Price Index serves as a barometer for the pricing and trending of all list rental pricing and is reported quarterly, providing a comparison of list prices during any given 12-month period and tacking price fluctuations, as cost per thousand (CPM), for lists in various categories.