Skip to Content



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.

Report and magnifying glass icon

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: 2021 Morningstar Advisor Survey—Advisors who read Morningstar Magazine.
Morningstar Magazine covers

Morningstar Magazine Print Ad Units

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.

Premium Placements*
  • Back Cover
  • Inside Front Cover
  • Inside Back Cover
  • Inside Front Cover Spread
  • Opposite TOC
Custom Sponsorships
  • Onserts
  • Inserts
  • Morningstar Fund Medalist Supp

*For insertion rates please contact your sales director
Source: Morningstar Advisor Survey 2020.

Morningstar Magazine 2023 Editorial Calendar

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

Morningstar Magazine supplement

Q1 2023

Ad close: December 2, 2022
Materials Due: December 9, 2022
Mail Date: February 10, 2023

Q2 2023

Ad Close: March 3, 2023
Materials Due: March 24, 2023
Mail date: May 5, 2023

Q3 2023

Ad Close: June 2, 2023
Materials Due: June 23, 2023
Mail date: August 4, 2023

Q4 2023

Ad Close: September 1, 2023
Materials Due: September 22, 2023
Mail date: November 6, 2023

Thematic Funds' Siren Song

The market for thematic funds has expanded rapidly in recent years. These funds attempt to harness secular growth themes ranging from demographic shifts to the rise of the metaverse. Some have delivered bursts of eye-catching performance, while others have failed to gain traction. As assets have poured into these funds, asset managers around the globe have ramped up the supply of these niche and often gimmicky funds. In this issue, we explore the key characteristics of this often overhyped but poorly understood segment of the fund universe.

Can Fixed Income Bounce Back?

After a brutal year in 2022, bonds have become the asset class everyone loves to hate. Surging interest rates squashed fixed-income returns across all categories. But investors shouldn't give up on bonds altogether. In this issue, we look at the damage that was done to portfolios and look ahead to see if bonds can rebound and return to their diversification role.

Diversification Pays Off

Until recently, the classic 60/40 portfolio combining U.S. stocks and investment-grade bonds was tough to beat. Domestic stocks racked up double-digit annual returns on a regular basis, and bonds provided both strong performance and compelling diversification benefits. But the tables have turned. In 2022, both stocks and bonds suffered double-digit losses. However, this doesn’t mean investors should give up on the concept of diversification. To the contrary. In this issue, we discuss how amid the market’s recent turbulence, broader portfolio diversification strategies have finally started to prove their mettle, underscoring the importance of diversification as a long-term portfolio strategy.

Why America's Stock Market Has Dominated Since 2010— and Why It May Not Continue to Do So

U.S. equities have dominated foreign stock markets for more than a decade. This performance divergence is in part due to currency movements and the fact that the U.S. market has more exposure to innovative sectors like technology and communication services. But even putting aside names like Google, Amazon, and Apple, U.S. companies overall have had better fundamentals such as earnings growth and have produced higher returns on capital. The U.S. remains the world's most competitively advantaged market, the center of global innovation, and the corporate governance benchmark. Its stocks are more expensive, but the premium may be warranted. On the other hand, non-U.S. markets appear attractive when factoring in price multiples and currencies. In addition, improving fundamentals and corporate governance could serve as catalysts.