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ABA Bank Marketing
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Our 3,000+ 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 97% of readers possess direct purchasing authority and 83% 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 him- 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 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 76% Male 24%
Age: Under 25 1%
25-34 19%
35-44 23%
45-54 34%
55-64 22%
65 or older 1%
Bank asset size:
Less than $100 million 1%
$100 to 249 million 19%
$250 to 499 million 22%
$500 to 999 million 25%
$1 to 15 billion 29%
Over 15 billion 3%
not indicated/applicable 1%
Years experience in bank marketing?
Less than 1 year 1%
1 to 4 years 17%
5 to 9 years 32%
10 to 14 years 15%
15 years or more 36%
What do you do with your copies of ABA Bank Marketing?
Save for reference 71%
Route them 21%
Give/loan to someone else 24%
Clip/copy articles of interest 39%
Do you have authority for purchasing products or services for yor firm?
Yes 97%
No 7%
Direct involvement in the purchase of:
Advertising/Agencies 90%
Architecture/Bank Building 40%
Branch Design 50%
Branding 90%
Call Centers 41%
Corporate Image/Identity 87%
Customer Retention/Satisfaction 84%
Database Development/Updating 58%
Direct Marketing 90%
Mapping Applications 47%
Market Research 90%
Merchandising 77%
Mystery Shoppers 72%
Newsletter/Brochures 92%
Premium/Incentive Services 64%
Relationship Marketing 86%
Retail Delivery 64%
Sales Culture Development 67%
Sales Management/Training 64%
Signage 84%
Site Selection 42%
Social Media 88%
Strategic Planning 72%
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 68%
Recommended/Made purchase 39%
Phoned/Wrote advertiser directly 26%
Met with sales person 21%
Used ABA InfoLinks to reach advertiser 36%
Saved an ad for reference 67%
Discussed ad with co-workers 64%
Visited an exhibit at a conference 30%
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 90%
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:
| Publisher Larry Price (202) 663-5378 lprice@aba.com |
West Laura Henkes (773) 481-2140 phlmh@hotmail.com |
East Paul Holdsworth (773) 481-2140 phpeh@hotmail.com |
MidWest Wally Holdsworth (773) 481-2140 phwghsr@hotmail.com |
Study conducted
Survey conducted August 2011 by
Questions? Please contact the Larry Price for more information.
