FOR IMMEDIATE RELEASE

For further information contact:
Ray Tesi, Senior Vice President
1-800-331-8102, ext.123
rtesi@worldata.com

Worldata releases the Fall 2006 List Price Index
Email list rental prices continue to fall as predicted;
Traditional postal list rental files in demand

October 2006, Boca Raton, FL –

Worldata is pleased to present the Fall 2006 edition of the quarterly reported Worldata List Price Index. The List Price Index tracks price fluctuations, as cost per thousand (CPM), for lists in various categories and has become the barometer of the list industry.

The most recent Worldata List Price Index reflects price variations from October 2005 to October 2006. 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 Changes are provided. Through charts and graphs, year-to-year price fluctuations can easily be distinguished in this index.

As we approach the last quarter of 2006, we see trends following the same patterns as throughout the first three quarters of the year. Previous List Price Indexes predicted that Email CPM’s would continue to fall due to new challenges in Email delivery that included Email authentication, image blocking, content filtering, Phishing, and other standards yet to be introduced as ISP’s and ESP’s. As detailed below, the decrease in Email CPM’s is in fact continuing. Conversely, there is a marked increase in demand for traditional direct mail channels, especially in the area of Newsletter, Donor and Membership list rental files

COMMENTS:“Last year, we forecasted that Email pricing could drop significantly during 2006 due to changes in ESP delivery methods as well as demand and performance. As predicted, Email CPM’s have decreased by as much as $6.00 per thousand. We also reported that CPM’s for the traditional direct mail channels were on the rise with specific attention to Consumer Magazines and Donor list rental files. In the fall of 2006, we see these trends continue substantially in the Consumer markets as well as modest growth in some of the Business-to-Business categories. Part of the increase is the demand for Direct-To-Publisher names over Agency Sold subscriptions. The Newsletter list rental category continues to grow in strength due to the high price point of the product ($100 - $1000 per subscription) and its primary source being direct mail subscriptions. While most of this is good news to the traditional markets, Email must continually lower their CPM’s in order to make list rentals cost-effective for marketers,” says Ray Tesi, Senior Vice President of Worldata.

With this in mind, the comparison of lists in this Fall 2006 List Price Index to the Fall 2005 List Price Index of a year ago reveals some very significant variations 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 price per thousand (PPM) of the lists we have grouped in each category. Triple bars are used in each category for easy comparison of October 2004 and 2005 prices to October 2006 prices.

Overall, PPM averages for October 2006 remain consistent as compared to October 2005. However, specific groups within categories demonstrated high increases worth reporting.

• Permission Based Business-to-Business Email remains the highest priced category, with an October 2006 straight average price of $277/M, a decrease of $4/M over last year on top of an $8/M last quarter. Many of the highest priced files are being found in the niche BtoB categories, rather than the overall general business oriented lists. A key factor in 2006 will be the impact of email filtering and other delivery changes as it relates to the viability of continued growth in this category.

• Newsletters remains the second highest priced category, with an October 2006 straight average price of $178/M, a $3/M increase from last year, partly attributed to Agency Sold issues and the demand to Direct-To-Publisher names.

• The Donors category continues to display the lowest overall price, $81/M, but had a huge increase of $6/M over last year.

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 increase occurred with Donors with a $6/M increase bringing this category up to $81 from $75 indicating a healthy market that is potentially more in demand and a potential trend as we approach 2006. Attendees/Members had an increase of $5/M. This brought the average for this category up to $116 from $111. Databases/Masterfiles also had an increase of $5/M bringing this category up from $131 to $136

• The largest price decrease occurred in the Permission Based Email Business-to-Business category, which dropped $4/M over the past year. This may indicate the willingness of list owners to drop the list cost of their business files in an effort to increase rentals and revenue.

The Straight Average Percent Dollar Change Graph (Chart 3) takes into consideration the straight average for each category.

• The heaviest percentage increase occurred in the Donor category with an 8% increase.

• This was followed by a 4.5% increase in the Attendees/Members category.

• The Databases/Masterfiles category followed closely with the third highest percentage increase at 3.82%.

• Permission Based Email Business-to-Business reflects the largest percent decrease at –1.42%.

For over twenty years, the Index has served the Direct Marketing community as the key source for the pricing and trending of all list rental pricing. The Worldata List Price Index provides a comparison of list prices during any given 12-month period and is reported quarterly.

Worldata and its group of companies have been leaders in the direct/interactive marketing services field for over 25 years. Worldata designed its corporate headquarters, located in Boca Raton, Florida, from the ground up. It is the only company offering all services under one roof, including Email and Postal List Management, List Brokerage, Email Transmission and Tracking, Database Marketing Services, Data Hygiene, Change of Address, Merge Purge, Custom Marketing Solutionsand Banner Advertising. Information about Worldata can be found at www.worldata.com or contact Ray Tesi, Senior Vice President, at 800-331-8102 or via email at rtesi@worldata.com.

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