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LOS ANGELES -MSL Money Matters, a quarterly syndicated magazine just for the CU member, is making its debut January 2006. Developed by Torrance, California-based credit union media management company Market and Sales Logic (MSL), the “top-tier” magazine is designed to be a fresh way for credit unions to strengthen their member relationships while aligning themselves with national advertisers. Each 16-page issue will include eight inside pages of syndicated content provided by such contributors as Jean Chatzky and Motley Fool that can appeal to a broad spectrum of members. In addition, there is a national advertising opportunity for such organizations as Starbucks, California Closets or even Lexus. The outside eight pages including the front and back cover will feature the credit union’s brand and own content, which can consist of everything from local news, the president’s message or articles geared toward a specific target market, to information on products and services. “Research has found that 57% of people who read custom publications are more likely to buy from that institution or company. This is a great opportunity for credit unions to build on their image,” said MSL CEO Kristin Witzenburg. “This can be a very cost effective way to turn a newsletter into something that can really work for your credit union and sell your credit union’s brand, service or even products-it is up to the individual credit union. Some have told us they plan to use the magazine as part of their business development plans.” Witzenburg adds that by maximizing the economies of scale, since all the issues go to press at the same time and all syndicated content buying is a shared cost, it keeps the magazine affordable – costing CUs about 30-40 cents per member. The national advertising opportunities also helps offset costs. Overall advertising policies and syndicated content will be governed by an editorial board led by MSL and made up of the following credit unions: American First CU, Telesis CU, LA Fire CU, San Mateo County CU, Commonwealth CU, and Vista FCU. The national advertising policy strictly prohibits alcohol, tobacco, firearms or other financial services spots. Witzenburg says the strategy is based on synergies, special offers, cost justification and must be a value-add to the publication and for CUs. “It is a less expensive way for a credit union to produce its own top-tier magazine,” said Witzenburg. “We are working with a professional custom publisher and most of the credit unions involved have seen their publications. To be effective involves more than just having good writers or graphic artists, but structuring the layout so that it is appealing and flows well.” As far as the editorial strategy, Witzenburg says MSL Money Matters articles will focus on branding credit unions as trustworthy, sophisticated, member advocates that offer complete financial services; educating members on financial strategies for the benefit of long-term financial success; and educating members about financial products and services for the achievement of life goals. According to Witzenburg, with so many credit unions signing on, launch circulation is expected to catapult MSL Money Matters into the ranks of the top 200 magazines nationwide. “Credit union members will receive a professional magazine on par with the top magazines in this country,” said Witzenburg. “The response before even launching has been amazing and we haven’t even gone much beyond our client base. We have a circulation of about 400,000 and we hope for it to be closer to 600,000 when we launch in January. Think about it something like Entrepreneur magazine has just about the same circulation numbers and this credit union magazine is right up there.” [email protected]

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