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Readers of Morningstar magazine are decision-makers who have looked to Morningstar for investing ideas and insights since its first publication over a decade ago. Every issue is an opportunity to reach a financial advisor or an institutional investor ready to take action and each issue features a Spotlight section covering the latest investing trends.

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Morningstar Magazine Readex Research

The results of our readership survey, carried out by Readex Research, found that Morningstar magazine was seen to have the most credible, in-depth, and relevant investment analysis.


Morningstar Magazine Readex Survey Results

Top Among Leading Competitors; Financial Advisors; Preferred publication 43%; Average time spent per issue 45 minutes; Took action due to content or data 69%; Took action due to advertisements 28%; Most credible 59%; Most in-depth 61%; Most relevant 54%;  Top Among Leading Competitors; Institutional Investors; Preferred publication 28%; Average time spent per issue 38 minutes; Took action due to content or data 76%; Took action due to advertisements 36%; Most credible 35%; Most in-depth 39%; Most relevant 38%

Source: Readex Survey.

Morningstar Magazine Demographics

28% RIA; 12.0% Broker/Dealer: Independent; 2% Broker/Dealer: Wirehouse; 15.7% Dually Registered; 2.7% Institutional Investor; 29.0% Financial Professional; 7.9% Other; 3.1% Accountant or CPA

Type of Investment Professional
36.5% Commission; 60.4% Fee; 17.8% Bonus; 35.5% Salary

Compensation Method

Assets Under Management (%)
< $5,000,000 10; $5–$9.9M 4.4; $10–$24.9M 8.2; $25–$49.9M 15; $50–$99.9M 14; $100–$199.9M 16
$200–$249.9M 3.1; $250–$499.9M 6.1; $500–$999.9M 3.1; > $1B 7.5; I do not manage assets 7.5; Prefer not to say 5.1

Perspectives From Readex Advisor Survey

Morningstar Magazine is one of the most comprehensive and valuable magazines I receive. It is packed with a wealth of information—nearly every article is worth reading. I spend more time reading Morningstar Magazine than I do any other publication.


Morningstar Magazine is a very valued resource. I read it cover to cover and often use its recommendations.


Source: 2020 Morningstar Advisor Survey—Advisors who read Morningstar Magazine.
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About the Magazine

Morningstar magazine is published four times a year. 59% of subscribers have been in the financial services industry for 21+ years, hold multiple designations, recommend a broad spectrum of products, and manage an average of $410 million in clients assets.

Our readers are an engaged group of highly intelligent decision-makers, actively looking to our publication for investment ideas and insights. Our award-winning editorial content, design, and investment analysis put Morningstar magazine at the top of its class.

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Source: Morningstar Advisor Survey 2020.


Morningstar Magazine 2022 Editorial Calendar

Spotlight topics are subject to change based on availability of research.

Morningstar Magazine supplement

Q1 2022

Ad close: December 3, 2021
Materials Due: December 29, 2021
Mail Date: February 11, 2022

Q2 2022

MIC Issue
Medalist Supplement
Ad Close: March 4, 2022
Materials Due: March 29, 2022
Mail date: May 6, 2022

Q3 2022

ESG Supplement
Ad Close: June 3, 2022
Materials Due: June 27, 2022
Mail date: August 5, 2022

Q4 2022

Medalist Supplement
Ad Close: September 2, 2022
Materials Due: September 26, 2022
Mail date: November 7, 2022

The State of Retirement Income

Given the long-term outlook for bonds and stocks, which is bleak, we find that to maintain a portfolio that has a high chance of sustaining a full retirement, retirees should lower their initial withdrawal rate from he industry standard of 4% to about 3.3%. Thereafter, they should adopt dynamic spending strategies that adjust withdrawal amounts in response to market movements, adding a level of uncertainty to the amount retirees can spend year to year. Retirees can counter this uncertainty by working longer, adding a guaranteed income product,improving the portfolio’s tax efficiency, or accepting a lower probability of success for their plans. There is no single correct withdrawal rate for everyone; instead, the decision involves what tradeoffs an investor is willing to make.

The Private-to-Public Pipeline: What’s Next

Hundreds of companies made their U.S. public market debut over past year, raising record-breaking sums along the way. The pipeline remains engorged and we expect the surge to continue into 2022. In this issue, our private and public market analysts discuss some of the industries with the hottest activity and some of the companies potentially coming soon to a portfolio near you.

How ESG Is Transforming the Asset Management Industry

As more and more investors demand ESG solutions to meet their investing needs, the asset-management industry has had to aggressively and quickly build their sustainable investing capabilities. This has led to a radical transformation of the industry. Like it or not, the DNA of the asset-management industry is drastically changing. Much like the last great transformation of the industry in 1980s, those firms that can adapt and meet the demands of new generation of investors will thrive, while those that cannot will perish. In this issue, we’ll examine how this transition is requiring enormous cultural shifts at firms and what the fallout means to investors. No longer can asset managers draw a line separating their ethics and their profits if their clients no longer draw such a line. Building upon the last generational change, this one will put even more power and more responsibility in the hands of shareholders.

A Guide to Cryptocurrencies

Every advisor has fielded questions from clients about whether and how to incorporate cryptocurrency in asset allocations. In this issue, we will explore how advisors can accomplish just that, examining the pitfalls and benefits of various approaches.