Selling the message

At the beginning of last year, I became involved with organising the first hedge fund supplement to be published by a British daily newspaper.

One of my tasks was to brief the head of the display advertising department about problems and opportunities. 'The problem is that hedge funds do not advertise,' I explained.

'The opportunity arises from the fact that there are a significant number of service providers ' prime brokers, custodians, administrators and so on ' who are prepared to advertise at

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