MERRILL LYNCH TOPS IN FINANCIAL PRINT ADS

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NEW YORK-Merrill Lynch & Co. was the top corporate financial print advertiser in 1994, followed by Morgan Stanley & Co., J.P. Morgan & Co., Citibank and Chemical Bank, says Competitrack, an advertising tracking service.

Nationally, the category accounted for more than $230 million in print ads through November, a 5% increase over the previous 11-month total.

Revenue from display ads was $181.4 million, an 11% increase. Image ads comprised the largest segment of that group, totaling more than $61 million.

The No. 1 destination for corporate print financial service ads was The Wall Street Journal, followed by the Financial Times, Euromoney, The Economist, Institutional Investor and Business Week.

To honor creative solutions to marketing and advertising challenges in the $2 billion financial services ad industry, the Financial Communications Society is establishing the Portfolio Awards for newspaper, magazine, outdoor, TV and radio ads. Entries will be judged in three basic categories for each industry-business-to-business, consumer/retail and corporate image-and must be received by Jan. 31.

The address for the Financial Communications Society is: P.O. Box 6748. Phone: (800) FCS-AWARD.

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