(EMAILWIRE.COM, August 14, 2002 ) Vertis, a leading provider of technology-based integrated marketing services, has released the Customer Focus 2002: Direct Marketing survey for the financial services segment. The annual survey provides insights about consumers' financial goals, plans to invest, preferred credit card incentives, credit card usage habits and direct mail readership (see Figure 1 for generational key).

"Vertis empowers marketers in the financial services industry with consumer data, including specific habits, attitudes and behaviors when reading and responding to direct mail," said Thérèse Mulvey, Vertis' vice president of strategic marketing. "For example, Customer Focus reveals the most important criteria for selecting financial services companies and compares consumer preferences based upon age, income level, and credit card usage."

Financial Direct Mail Readership

In 2002, direct mail remains a very effective medium for reaching potential credit card applicants. Customer Focus asked adults how they became aware of the last credit card they applied for, and 48 percent said they learned about the company via direct mail (see Figure 2). This is a notable statistic compared to the number of people who said they learned from other sources, including friend or relative (7 percent), at their bank (7 percent), special event/in-person promotion (4 percent), Internet (3 percent) or telemarketer (3 percent). Financial services direct mail is read more frequently by younger adults, and that number decreases with age, according to Customer Focus. In fact, half the number of seniors said they read financial/credit card direct mail compared to Generation Y respondents (21 vs. 42 percent, respectively) (see Figure 3).

Financial Decisions Based on Consumer Goals and Needs

When sending financial direct mail, it is important to understand the needs and concerns of consumers in order to determine the appropriate messages that will reach various audiences. A considerable number of Generation X and Young Baby Boomers indicated that financing their children's education was included in their financial goals (61 and 56 percent, respectively). Meanwhile, Generation Y adults were much more likely to plan a vehicle or boat purchase than all other generations (see Figure 4).

When selecting a credit card, 22 percent of adults were attracted to money back incentives, while 19 percent liked to earn points for merchandise, airline tickets and hotel stays. Other incentives, such as a sign-up bonus or higher membership level, appealed to less than 10 percent of the adults (see Figure 5). Customer Focus asked about the most important factors for selecting a financial service company, and the top three criteria were good reputation (27 percent), high return/interest on investments (19 percent) and well-known company (11 percent). Vertis found that company reputation was most significant for the Young Baby Boomer generation and those in the higher income brackets.

Credit Card Usage

Although many Americans hold multiple credit cards in their wallets, and a good portion struggle to pay them off each month, 36 percent of adults surveyed said that they did not even own a credit card. Among credit card holders, 51 percent pay off their balance in full each month, while 35 percent make partial payments and claim that their balance is reducing (see Figure 6). Senior adults (81 percent) are more inclined to pay off credit card balances each month compared to Young Baby Boomers (42 percent) and Generation X and Y adults (39 percent for both).

About Customer Focus 2002

The Customer Focus direct marketing survey, commissioned by Vertis, is an annual study tracking consumer behavior across a wide variety of industry segments including non-profit, fragrance, financial and insurance. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.

Since its inception, the Customer Focus direct marketing study has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 2,000 adults - conducted by Marshall Marketing and Communication of Pittsburgh - measures both general and industry-specific shopping trends. Vertis provides the valuable data as a value-added service to its clients in the home improvement industry and other market segments such as automotive, insurance, financial, non-profit, fragrance, pharmaceutical, furniture and home electronics industries.

The Customer Focus 2002: Direct Marketing financial report can be customized and cross-referenced to provide additional information about consumer preferences and direct mail readership. To acquire a customized report or to speak with a Vertis executive, please contact Donovan Roche or Carla Marshall at (619) 234-0345.

About Vertis

Vertis is a global powerhouse for integrated marketing and advertising solutions that seamlessly combine advertising, direct marketing, media, imaging and progressive technology. Headquartered in Baltimore, Md., with production and sales offices throughout the U.S. and United Kingdom, Vertis generates approximately $1.9 billion in annual revenue and serves local, regional, national and international companies across diverse industries. Vertis' products and services include: consumer and media research, media planning and placement, creative services, digital media production, targetable advertising insert programs, fully integrated direct marketing programs, circulation-building newspaper products and eMarketing.

To learn more about Vertis, visit www.vertisinc.com.

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. In this document, the words "believes, "anticipates, "expects, "estimates, "plans, "intends" and similar expressions are intended to identify forward-looking statements. All forward-looking statements are subject to a number of risks and uncertainties that could cause actual results to differ materially from projected results. Factors that may cause these differences include fluctuations in the cost of raw materials we use, changes in the advertising, marketing and information services markets, the financial condition of our customers, actions by our competitors, changes in the legal or regulatory environment, general economic and business conditions in the U.S. and other countries, and changes in interest and foreign currency exchange rates.

Consequently, you should consider these forward-looking statements only as our current plans, estimates and beliefs. Even if those plans, estimates or beliefs change because of future events or circumstances, we decline any obligation to publicly update or revise these forward-looking statements.

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Produced for Vertis, Inc.

For more information, contact::

Donovan Roche
or Carla Marshall
[ formula ] PR
(619) 234-0345

Thérèse Mulvey
Vertis
(410) 361-8610

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Vertis, Inc.
Joseph Nchor
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