A lot of people are fooled by that, thinking, "Why should I pay $100 or more per thousand when I can get a list for 20 or 30 dollars?" Well, you mailing list get what you pay for. The cheap lists don't work. They're old and filled with "nixies," addresses that are no longer accurate, so your mail can't be delivered. So, yes, spend $100 or more to get 1,000 names, or thousands of dollars to get tens of thousands of names; because to give $20-30 to these rascals with cheap response lists is a foolish mistake.
I know this is true because I've made that mistake. Ultimately, these lists cost you a small fortune because you get very few orders and mailing list a high percentage of your mail comes back. Also, beware the "print and mail dealers." Most are thieves. They offer super-low prices to print and mail your advertising for you, but when you add it up, you can see there's no way they can do it for the prices they charge.
They'd be in the poorhouse if they did. So always be willing to spend more to do things the right way, and to reach the right customers. That's how you make money in this business. That's one of the reasons I urge you to get know your marketplace mailing list thoroughly. It limits the risk, so you can take bigger risks without losing more money. Ultimately, because you're able to track your results, you can know within a few cents or dollars exactly how much money you've made or lost with every promotion.