Exchange traded fund (ETF) providers are now branching their marketing out into another area: individual investors who trade for their own accounts. Proof is in the ETF ads that are consciously placed during a television college football game, on the subway cars, personal-finance magazines and general pulp such as "The New Yorker", reports Ian Salisbury for The Wall Street Journal. Evidence can be seen among the increased ETF trading volume at discount brokerage firms, places where professionals are not likely to be trading. The individual investor who trades through a financial adviser already makes up much of the ETF trading. New money from investors without financial advisers comprises about 10% of overall inflows, according to some experts.

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