Research Center >> August 2009

TTA News: Readership Insight
The Tax Adviser gives advertisers access to a prime audience of buyers.
from AICPA Custom Media Solutions

With a tradition dating back to 1970, The Tax Adviser (TTA) is the leading magazine among the nation’s tax professionals, dedicated to news, analysis and guidance on federal and state taxes. When you advertise in The Tax Adviser, you’ll gain access to more than 24,000 top-level decision-makers with purchase power and influence. A survey of subscribers (PDF) revealed TTA readers are:

• Senior-Level Decision-Makers: Most TTA subscribers are in public practice (79%), as partners/principals (40%) *or* sole practitioners (27%). Fifteen percent are in Business and Industry.
   
• Affluent: On average, TTA subscribers have a household net worth of $1.33 million.
   
• Educated: Nearly all (97%) TTA subscribers are graduates of a four-year college. Nearly half (46%) have a masters or doctoral degree. One-third (35%) have a professional degree (M.D., J.D., LL.B., etc.).
   
• In Their Prime: The typical TTA subscriber is a 52-year-old male. About one-quarter (24%) are female.

Further, the reader profile study showed TTA subscribers prefer:

• Spending time reading TTA. The typical TTA subscriber has read *or* looked through all four of the last four issues of The Tax Adviser and spends 53 minutes reading *or* looking through a typical issue. Forty-four percent of TTA subscribers read *or* look through one-half *or* more of a typical issue of The Tax Adviser.
   
• Prefer TTA in print and save their issues. TTA subscribers value the content in The Tax Adviser, as more than two in three (69%) save their issues for reference.
   
• TTA over any other business publication. By a margin of more than 10 to one over the next closest competitor, The Tax Adviser was selected as the one industry publication recipients find most helpful to them in their jobs.

In addition to The Tax Adviser subscribers being great prospects for an array of products and services, TTA subscribers have access to potential buyers of financial products!

• On average, TTA subscribers estimated their organizations have 945 clients at all locations. Two in three (68%) recipients have recommended at least one financial product to clients, employees *or* others in the last 12 months.
   
• Over one-half (54%) of TTA subscribers indicated their organizations have performed estate planning, and 46 percent performed financial planning for customers in the last 12 months.
   
• On average, TTA subscribers estimated their organization’s 2007 gross billings/revenues at all locations combined were $162 million.

Whether your goal is to generate quality leads, build long-term brand awareness or increase sales revenue, having access to TTA’s unique audience can help you achieve your marketing objectives efficiently and economically.

Call your TTA Account Manager or 1-800-873-1677 for more details. Visit www.advertising.aicpa.org.

Click here to get additional TTA Reader Insight. (PDF)

* The Tax Adviser 2008 Reader Profile Study was conducted by Readex Research.