Magazine article American Banker

B of A Advertising Its Cards on E-Mail Service

Magazine article American Banker

B of A Advertising Its Cards on E-Mail Service

Article excerpt

Bank of America has begun advertising its credit cards through the Juno free e-mail service.

The multiyear agreement with Juno Online Services Inc. is the first such joint marketing venture of the BankAmerica Corp. unit. It had been advertising on its own Internet site.

Bank of America's Juno ads appear as on-screen banners and pop-ups. They are transmitted to Juno's more than five million subscribers.

The deal is representative of banks' growing interest in the Internet as a marketing channel. Banks of all sizes have been devising ways to cash in on the popularity of on-line services and Web surfing. Hoping to reach millions, many have formed partnerships with the likes of America Online, the largest on-line service, and World Wide Web search engine companies Excite and Yahoo.

Juno, which finances its free service through advertising revenue, is a slightly different type of provider. It does not offer Internet access to members, except to connect them to the Web sites of companies that pay for the privilege.

To join Juno, people must answer a 20-question survey that asks, among other things, their address, age, family size, and income. The information is used to create individualized promotions.

Since Juno's kickoff in April 1996, its advertisers have included Chase Manhattan Corp., American Express Co., Merrill Lynch & Co., Salomon Smith Barney, Microsoft Corp., and Scudder Investor Services Inc.

"Marketing via on-line services is relatively new, and this will give us yet another opportunity to learn more about it," said Betty Reiss, a Bank of America spokeswoman.

Juno subscribers can apply for the San Francisco bank's cards through a secure, on-line application form. Bank of America's own Web site also lets people apply for cards and lets cardholders view account information.

Ms. Reiss said the Juno deal is an extra opportunity for Bank of America to gauge customer interest in submitting on-line applications. …

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