COMMENTS: “Over the past few years we have seen many list price categories take plummeting drops, stabilize and drop again. Overall it is great to see that most files seem to have evened out,” said Ray Tesi, Senior Vice President of Worldata.“The most noteworthy aspect of this report is the Permission-Based Consumer Email category. Looking back 24 months ago, the average on these files has dropped more dramatically than any other. Going from an average of $170/M in 2008 to an average of $112/M now, it is apparent that the economy has forced B2C email marketers to significantly cut back. Not with any other category have we seen such a persistent downward trend. This data definitely shows that consumer files are taking the longest to recover.”

The most recent Worldata List Price Index reflects price variations from Summer 2009 to Summer 2010. The lists evaluated are grouped into categories, such as Consumer Merchandise Buyers, Donors, Databases, Business Magazines and more. 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.

Worldata is continuing to closely track International data:

• Permission-Based International Email has decreased $2/M from last year with a current straight average price of $402/M.

The comparison of lists in this Summer 2010 List Price Index to the Summer 2009 List Price Index of a year ago reveals noteworthy trends not only in individual categories, but in media types as well, as exhibited below:

The Straight Average Graph (Chart 1) in the Worldata List Price Index examines the average cost per thousand (CPM) of the lists we have grouped in each category. Triple bars are used in each category for easy comparison of Summer 2008 and 2009 prices to Summer 2010 prices.

• Permission-Based Email B-to-B remains the highest-priced domestic category, with a Summer 2010 straight average price of $279/M, a decrease of $9/M from last year.

• Public Sector ranks as the next highest-priced category, with a Summer 2010 straight average price of $173/M, decreasing $1/M from last year.

• Donors remains the lowest-priced category, with an average list price of $85/M, increasing $1/M over last year.

COMMENTS: “ With many categories stabilizing, B2B email is still showing a decrease from last summer,” said Tesi. “Prices still dropped this year but at a slower rate than we have seen in the past. Business email remains a very popular element of direct marketing right now.”

The Straight Dollar Change Graph (Chart 2) shows the precise dollar amount that the average price for each category has changed within the specified 12-month period.

• The largest price decrease occurred in the Databases/Masterfiles category, which dropped $11/M from Summer 2009 to $130/M.

• Attendees/Members and Business Magazines/Controlled had the largest price increases this quarter, both increasing $2/M. Books & CDs and Donors files both increased $1/M.

The Straight Average Percent Dollar Change Graph (Chart 3) takes into consideration the percent change in price for each category.

• Worldata Research further examined the significance in pricing drops over the past two years. Most notable in the past 24 months, Permission-Based Consumer Email files decreased 34.12%- the largest percentage decrease across all categories. This category decreased $58/M from $170/M in Summer 2008 to $112/M now.

• Databases/Masterfiles reflects the largest percent decrease at 7.80%.

• The lowest percentage decrease occurred in the Public Sector category with a 0.57% decrease in price.