The Credit Union Journal was rated as the most valuable among publications serving credit unions, according to a readership study conducted by Readex Research.
An independent research firm, Readex said it found The Credit Union Journal surpassed its nearest competitor in readership by almost 30% for the second consecutive year.
The 2004 Readex Reader Profile study of 800 credit union professionals shows that The Credit Union Journal is superior in its readership and reach of key decision-makers," Readex said. "With an average pass-along rate of 2.9 individuals per subscriber, the publication reaches almost 32,000 influential credit union industry professionals every week.
"As we would expect, the results of this study further validate what our BPA audit also shows: The Credit Union Journal's circulation consists of the industry's leaders," said Tim O'Hara, co-publisher of The Credit Union Journal.
Other key findings of the study include:
* The majority of The Credit Union Journal's readers (82%) are senior executives, holding titles of vice president or higher.
* Subscribers read more issues of The Credit Union Journal than any other industry publication (3.2 out of 4 issues).
* 89% of The Credit Union Journal's readers authorize or influence purchase of products and services in their company, such as systems, processing, auto loan services, insurance, facilities, ATMs, security and others;
* The average asset size is $173 million, with 10% indicating $500 million or more.
