Opinion

Hedge funds and alternatives: The coming marketing arms race

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You can start now or later, but eventually you'll have to join in.

 

By Robert Birnbaum

The marketing arms race is about to come to hedge funds. And, with the Securities and Exchange Commission’s landmark decision to lift the 80-year-old ban on publicizing hedge funds, and how they raise money, the industry may never be the same. As Yogi Berra might say, “It’s deja vu all over again.”

Once, mutual funds hardly advertised, and even those that did spent a pittance by today’s standards. Now of course established brands like Fidelity and T. Rowe Price advertise significantly to grow and protect their businesses, and newer entrants