Our readers represent quality, not quantity. Instead of reaching every branch or every marketer, our mission is to provide access to the one, key decision maker at the top financial institutions. That's why 95% of readers possess direct purchasing authority and 93% of readers report taking one or more actions after seeing an ad in ABA Bank Marketing. 

Across the board, the most common title is Vice President or Director of Marketing. However, the smaller the institution, the more likely the subscriber is the President his or herself. The majority of readers think of themselves as a marketer who happens to be in the banking industry—not a banker who is now in the marketing department. Their last job and future jobs are more likely to be in marketing elsewhere than in banking.

All 3,000+ subscriptions are 100% paid—there are no free or controlled copies mailed. Most readers pay up to $120/year to receive the magazine, while others readers receive it with their annual individual dues payment for the American Bankers Association Marketing Network. 

Reader demographics/habits from the current reader survey:

Gender:     Female 73%     Male 27%

Age:          Under 25     2%
                 25-34         20%
                 35-44         27%
                 45-54         30%
                 55-64         18%
                 65 or older    2%

Bank asset size:
Less than $100 million      4%
$100 to 249 million          15%
$250 to 499 million          26%
$500 to 999 million          20%
$1 to 4.9 billion               15%
5 to 9.9 billion                   6%
$10 billion or more             5%
not indicated/applicable      8%

Years experience in bank marketing?
Less than 1 year         2%
1 to 4 years              22%
5 to 9 years              25%
10 to 14 years          15%
15 years or more      36%

What do you do with your copies of ABA Bank Marketing?
Save for reference                  82%
Route them                           25%
Give/loan to someone else      26%
Clip/copy articles of interest    39%
Discard                                   6%

Do you have authority for purchasing products or services for yor firm?
Yes     95%
No        5%

Direct involvement in the purchase of:
Advertising/Agencies                    90%
Branch Design                             66%
Branding                                      92%
Call Centers                                 40%
Corporate Image/Identity                90%
Customer Retention/Satisfaction    89%
Database Development/Updating    72%
Design/Build                                 57%
Direct Marketing                            93%
Mapping Applications                     47%
Merchandising                               80%
Mystery Shoppers                          77%
Newsletter/Brochures                     87%
Premium/Incentive Services            78%
Relationship Marketing                   80%
Retail Delivery                               64%
Sales Culture Development             74%
Sales Management/Training            59%
Signage                                        82%
Site Selection                               47%
Strategic Planning                         60%
Telemarketing                               53%

Which of the following actions have you taken as a result of seeing an ad in ABA Bank Marketing?
Visited an advertisers web site                 82%
Used ABA InfoLinks to reach advertiser     39%
Saved an ad for reference                         47%
Discussed ad with co-workers                  49%
Visited an exhibit at a conference             34%
Recommended/Made purchase                32%

When you read ABA Bank Marketing magazine, how significant is it to you that the magazine is a product of the American Bankers Association?
Somewhat/Highly significant                    83%

Your prospects are reading ABA Bank Marketing.  They have the ability to purchase.  They care about your product.  They take immediate action after seeing an advertisement.  Are you placing your message where they will find it?

For advertising information, please contact:

Study conducted

Survey conducted July 2008 by ABA.

 Back to ABA Bank Marketing

Questions? Please contact the Larry Price for more information.