The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most importantly, Co-Branded/Affinity card issuers also seek to measure the effectiveness of their newsletters in �

• Increasing usage and, therefore, boosting balances.
• Generating fee income.
• Retaining existing cardmembers.
• Educating cardmembers about program usage/benefits.

The results included in this market report clearly demonstrate the power of professionally produced, custom newsletters to achieve the specific objectives of Co-Branded/Affinity programs. Highlights include:

• 56% of cardholders surveyed recall seeing the newsletter and among those respondents, 56% report reading every or almost every issue.
• 33% of respondents indicate that the newsletter provides them with more reasons to use their credit card.
• More than 17% of respondents indicate that something they saw in the newsletter prompted them to do additional business with the issuer/sponsor, while nearly 40% report taking advantage of a partner offer.

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute ratings and demographics, please contact us and mention the market you are interested in.

Yes 56%	No 32%
	No Answer 12%
Cardmembers show a high degree of interest in newsletters enclosed in their monthly statements. 56% of respondents recall seeing an issue of the newsletter sent to them.

Every or Almost Every Issue 56%	About Half of the Issues 17%	Very Few 19%
	No Answer 1%	None 7%
Among members who recall seeing a newsletter, 56% report that they read every or almost every issue they receive.

All or Some Articles 65%	Parts 31%
No Answer 3%	None 1%
The mix of program-specific and usage information featured in Co-Branded/Affinity card newsletters delivers a high level of readership. 65% of cardmembers who recall the newsletter say they read all or some of the articles in each issue.

	27% Kept an Article	33% Saved for Another	17% Passed Along an Issue
Cardmembers are very likely to retain or pass along the newsletter to a friend, family member or colleague. More than 27% of readers report that they have kept an article for future reference while another 33% say they have saved an article for someone else. Plus, an additional 17% report that they have passed along an entire issue to someone else.

Yes 33%	No 44%
No Answer 2%	Not Sure 21%
When asked if the newsletter provides readers with more reasons or ways to use their credit card, one in three respondents say "yes."

Yes 17%	No 69%
No Answer 2%	Not Sure 12%
Another significant question regarding the efectiveness of a card member newsletter is whether it motivates readers to respond. When asked, 17% of cardmembers indicate that they have done additional business with the issuer/sponsor as a result of something they read in the newsletter.

		Survey Instrument The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses. The statistics on these pages represent a sample of 1706 respondents from Co-Branded/Affinity programs. A sample of this size carries with it a confidence interval between 1.4% and 2.4% (see chart below). Margin of Error Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

		Data Split Cell Size 1,500 1,600 1,700 1,800 1,900 10%-90% 20%-80% 30%-70% 40%-60% 50%-50% 1.5 2.0 2.3 2.5 2.5 1.5 2.0 2.2 2.4 2.5 1.4 1.9 2.2 2.3 2.4 1.4 1.8 2.1 2.3 2.3 1.3 1.8 2.1 2.2 2.2