Research Center >> December 2008

TTA News: TTA Readership Insight
Offers advertisers access to a unique and attractive audience!
by AICPA Custom Media Solutions

With a tradition dating back to 1970, The Tax Adviser (TTA) is the nation’s leading monthly magazine dedicated to news, analysis and guidance on federal and state taxes for CPAs.

With over 22,000 loyal readers, TTA offers advertisers access to a unique and attractive audience.

A recent survey of TTA readers (conducted by Readex Research) revealed TTA subscribers 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 2008 TTA Reader Profile Study showed TTA subscribers prefer:

• Spending time reading TTA. The typical TTA subscriber has read *or* looked through all 4 of the last 4 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.

Why You Should Advertise in TTA

In addition to TTA subscribers being great prospect for an array of B2B 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.

TTA subscribers also work for organizations that are in the market for computer software!

• Fifty-two percent of TTA subscribers indicated their organizations plan to purchase/upgrade at least one type of computer software in the next 12 months, including forty-four percent who indicated 1040 tax preparation, and 37 percent business tax preparation.

Whether your goal is to generate leads, build long-term brand awareness *or* simply increase sales revenue, having access to TTA’s unique audience can help you achieve your marketing objectives and deliver the powerful ROI results you desire in 2009 and beyond.

Call your TTA Account Manager *or* 1-800-873-1677 for more details.

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