Even the throes of the fund scandal cannot keep some firms from bragging about themselves.

After first pledging to restore its reputation in full-page placements in The New York Times and The Wall Street Journal, a mere 11 days after the first charges were filed against it, Putnam Investments is now touting the heritage it's built since 1937. American Century, which has not been implicated, boasts about the "integrity, honesty, hard work, patience" and "strong values" of President and CEO Bill Lyons, in its ads. But Janus has laid low and made no mention whatsoever of the scandal that has engulfed it.

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