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Morningstar.com arranges its editorial content into channels that are designed to organize financial content and research.
 
Content Channels
    Home
Entrance to Morningstar.com’s financial research and content

More than 2 million visitors and members come to Morningstar each day because they “enjoy learning about investment opportunities” and “are constantly watching over their investments.” Morningstar’s philosophy of designing its tools, content, and analysis to help investors make better investing decisions has built a loyal following. The home page is the entry point to all our data, content, star ratings and research. With more than 25% of site traffic, it is the second busiest part of Morningstar.com, day-in, day-out!

   
      Portfolio
Maintain, track and analyze current and future personal investments with this tool

Nearly 30% of Morningstar's daily traffic comes to our Portfolio Manager. Our members use this top-rated tool to track, analyze, and optimize their portfolios with features such as our X-Ray that are not found anywhere else on the Web. Targeting this channel, you will reach engaged, active investors who are looking for ideas to improve their portfolios!

   
      Stocks
View live stock quotes and read Morninstar.com's latest analyst research reports

Nearly 70% of Morningstar’s members own stocks, and our stocks channel rivals our fund channel for third highest traffic levels on Morningstar’s Web site. People come to Morningstar’s stocks channel for statistics on more than 7,000 stocks, research on more than 1,700 stocks, and Morningstar’s proprietary analysis and data.

   
      Options
View options data, strategies, research, and learn the Morningstar approach to options

Options investors are a niche that is growing. Trading volume grew 35% last year! Additionally, Morningstar's research shows this group to be very affluent: investors trading options in their portfolio have twice the income and twice the asset level of investors that don't trade options. Morningstar's unique, fundamental-based approach to options draws sophisticated investors, day traders, and stock investors who actively follow the market.
Reach this audience by advertising in Morningstar's Options Center.
   
      Mutual Funds
View live mutual fund quotes and read Morningstar.com’s latest analyst research reports

From our famous star ratings to style boxes and industry insight, when people think of mutual funds, they think of Morningstar. Target this channel and you will reach people who come to Morningstar.com to view live quotes, search through ideas for mutual funds, get the latest news from the fund world, and read Morningstar.com’s latest analyst research reports - the most comprehensive set of fund analyst research on the Web.

   
      ETFs
View live exchange-traded fund quotes and read Morningstar.com’s latest analyst research reports

Exchange-traded funds are among the fastest growing products available to investors. Morningstar’s ETF channel provides investors with all the tools they need to understand and make decisions about their ETFs. From providing commentary, data, and screening tools for more casual users, to analyst research and star ratings for more sophisticated users, this channel attracts all kinds of investors – who all have one thing in common: an interest in ETFs.

   
      Hedge Funds
Traditionally, it has been hard to find information about hedge funds. Morningstar is changing that. We have grown our hedge fund channel from a handful of data points to one of the leading hedge fund databases in the industry. With access to data on more than 6,000 hedge funds and commentary from Morningstar’s analysts, individuals are beginning to see Morningtar as a premier source of insight into hedge funds. These users are of extremely high net worth (more than $250,000 income for at least two consecutive years and $1 million-plus in investable assets) and they are active investors.

   
      Markets
Read, analyze, and track current market news and performance

The markets channel attracts users who are interested in staying atop the changing market throughout the day. And with Morningstar’s Market Barometer tool, users can see what areas of the market are doing well or poorly on any given day. This unique insight draws active investors who understand how to make sense of market gyrations.

   
      Tools
Use Morningstar.com’s tools and financial calculators to analyze investment holdings, track performance, and meet financial goals

Some investors are more analytical while others are less so. Targeting the Tools channel will reach investors who are more oriented toward analytics and tracking their investments. From screening and comparing investments to optimizing their portfolios, active investors come to Morningstar to monitor their holdings.

   
      Personal Finance
Read articles about personal finance and investing topics, including retirement, tax planning, and wealth management

The personal finance channel is a great way to get your client’s brand in front of active, engaged investors. People come to this section of Morningstar.com for tips about their finances, retirement, taxes, and wealth management, to name just a few. The channel is all about learning, and people come back over and over again to the best ideas from Morningstar’s editorial staff.